Privacy Notice - Last updated: 22 September 2020

Privacy Notice

Last updated: 22 September 2020

  • 1. Quick links
  • 1.1 Please read this Privacy Notice in full to ensure you are fully informed. If you only want to access a particular section of this Privacy Notice, then you can click on the relevant link below to jump to that section.
  • 2. Introduction
  • 2.1 dunnhumby Limited (referred to in this Privacy Notice as “we“, “our” or “us“) respects your right to privacy, and is committed to protecting the information we hold about you. This Privacy Notice has been designed to explain who we are and how we collect and use your information through your use of this website (, including where we use your information to contact you from time to time with information we think may be of interest to you. It also explains what rights and choices you have regarding your information, and how you can exercise those rights and choices. It also covers the operation of our CCTV system on our premises where members of the public are in our offices.
  • 2.2 In some of the more detailed sections, you will see a summary box, which gives you an overview of what that section contains, although we do encourage you to read each section in detail.
  • 2.3 For details about how we use your information in relation to our specific products, please see the links to their respective privacy notices on the login pages for those products.
  • 2.4 This website is not intended for children, and we do not knowingly collect data relating to children. When we refer to children we are referring to persons under the age of 16.
  • 3. What does dunnhumby do?
  • 3.1 dunnhumby is a customer data science company, headquartered in the U.K. but with group companies all around the world. Our products and services help retailers and brands analyse data to improve customer experiences and build loyalty. For more information about dunnhumby, please click here.
  • 4. When do we collect your information?
  • This section explains the various ways that we collect information about you as you navigate through, and interact with, our website. It also sets out what other potential sources we may use to gather information about you.
  • 4.1 We use various ways to collect information about you. Some methods will be obvious, and some less so. The methods we use to collect your information are as follows:
    • How we collect the information directly from you (the information you knowingly provide to us)
    • 4.1.1 When you register for our webinars.
    • 4.1.2 When you request to download materials from our website, such as market reports, insights into customer trends and behaviour; our complimentary eBooks; or download our free data sources that we offer to professors, data scientists, and students (referred to on our website as “Source Files”). Hereafter, we shall refer to these documents as “Website Materials“.
    • 4.1.3 When you contact us with a comment or query.
    • 4.1.4 When you register to attend our events, or events where we meet you.
    • How we collect information automatically from you (the information we may collect in the background)
    • 4.1.5 When you use our website, we automatically collect Technical Data about you (see paragraph 5.1). Please note that generally, such Technical Data is anonymised, which means that we cannot identify you as an individual from the Technical Data alone. However, if you then decide to download our Website Materials or submit a comment or query, we can match the data you submit to your Technical Data.
    • 4.1.6 For security purposes, we may collect CCTV footage of you as and when you are in the entrance or exit areas of our premises.
    • How we collect information about you from other sources
    • 4.1.7 We may also collect or receive information about you from other sources such as public databases, our partner organisations who help us to run our events/webinars, organisers of events we sponsor, social networking applications (such as LinkedIn), and business referrals.
  • 4.2 Please note that where you use one of our specific products accessed through the website (for example, dunnhumby shop available at the “Login” section at the top of our website), the methods we use to collect your information may differ from those described above. For further information, please see the specific privacy notice for that product.
  • 5. What information do we collect?
  • This section covers the types of information we might collect. Most of the information we collect is either provided by you voluntarily or is collected automatically in the background as you interact with and use our website (such as Technical Data and Usage Data).
  • 5.1 If you use our website, we may collect the following information about you (which we have grouped together for ease of reference):
    • 5.1.1 Contact Data: your name, email address and phone number.
    • 5.1.2 Employment Data: your occupation, company, its location and its sector.
    • 5.1.3 Query/Comment Data: information you submit to us when sending us a comment or query or responding to our questions.
    • 5.1.4 Technical Data: your IP address, your device type, unique device identification numbers, your browser-type, broad geographic location (country or city-level location), mobile device category (whether you use a phone or a tablet) operating system and other technical information.
    • 5.1.5 Usage Data: information about how your device has used our website, including the pages you visit, links clicked, requests you have made and documents you have downloaded. Some of this information is collected using cookies and similar tracking technology (see section 12 for further details on cookies and how we use them).
    • 5.1.6 Marketing Preferences Data: details of your preferences for receiving marketing from us and our third parties and your communication preferences.
    • 5.1.7 Dietary and Disability Data: information such as your dietary requirements where you are attending a dunnhumby event and details of any disabilities that you voluntarily disclose to use when completing the relevant event registration form.
    • 5.1.8 CCTV Footage: this will include footage obtained in the entrance and exit areas of our premises.
  • 5.2 Please note that where you use one of our specific products accessed through the website (for example, dunnhumby shop available at the “Login” section at the top of our website), the types of information we collect about you may differ from those described above. For further information, please see the specific privacy notice for that product. For further details about when we may collect this data please see section 6.
  • 6. How we use your information and the legal basis for processing it
  • This section sets out how we use your information. While many of these uses will be for your benefit (for example, to provide you with something you have asked for, or to provide you with information about things we think might be of interest), we sometimes need to use your information to help us become a better company.However, we can’t just use your information in any way we see fit. To protect you, privacy laws state that we need to have a legal reason to use your information in the intended manner. This section explains what those legal reasons are.
  • 6.1 As set out at sections 4 and 5, our website uses various methods to collect information about you. We use this information in different ways. Most commonly, we use your information in the following circumstances:
    • What we are doing We need the following information from you
      (section 4)
      How we will use this information
      (and our lawful basis for doing so)
      • Contact Data
      • Employment Data
      • We will use such information to maintain an audit trail of people who have been granted access to our webinars and have accepted to be bound by the relevant terms of use. We believe this is necessary to ensure that we are both complying with our obligations under such terms (which form a contract between us).
      • We will use such information to understand more about the people who access our webinars and to potentially contact such individuals in the future with information we believe may be of interest. We believe that such usage is necessary for our legitimate business interests.
      Website Materials (see paragraph 4.1.2)
      • Contact Data
      • Technical Data
      • Employment Data
      • We may use such information:
        • to understand more about the people who access our Website Materials, and potentially contact them with information we believe may be of interest to them);
        • to maintain a record of people who have downloaded our Website Materials and have accepted our terms of use; and
        • to understand how the people who download our Source Files (see paragraph 4.1.2) intend to use them.
      • We believe that such uses are necessary for our legitimate business interests.
      • Contact Data
      • Query/Comment Data
      • We will use such information to respond to your query/comment (as appropriate) and ensure that the response is sent to you. Such usage is necessary for our legitimate business interests.
      • Contact Data
      • Employment Data
      • Dietary and Disability Data
      • We will use such information to register your requested attendance at our event. Such usage is necessary for our contract with you so you can attend the event.
      • We may need to use such information to comply with health and safety/equality laws.
      • We may use Employment Data for data analytics purposes (for example, to learn more about the audiences at our events). Such usage is necessary for our legitimate business interests.
      • We may use such information for the sole purpose of arranging your relevant food order for that event and/or ensuring we can accommodate your specific access needs where you have voluntarily disclosed such information to us when registering for an event. Please note that we treat your voluntary provision of your dietary requirements/disability details (including information relating to allergies or medical conditions) as your consent to allow us to process such information in this way.
      Data analytics
      • Contact Data
      • Technical Data
      • Usage Data
      • We may use this information to keep our website updated and relevant by looking at what areas of the website you may have found most interesting. We believe that such usage is necessary for our legitimate business interests.
      Sending you information
      • Contact Data
      • Employment Data
      • Marketing Preferences Data
      • We may use the information we collect about you to generate potential sales leads. We may then use these leads to contact you with information regarding our events, products and services (and the provisions of relevant Website Materials/webinars) we think you might be interested in. However, we will do so only where we believe that such contact is necessary for our legitimate business interest and where you have not contacted us to request that we cease sending you such information.
      Legal compliance
      • Contact Data
      • Employment Data
      • Query/Comment Data
      • Technical Data
      • Usage Data
      • Marketing Preferences Data
      • Dietary and Disability Data
      • We may be required by law to disclose or treat your information in a particular manner. For example, where we are required by court order or because of a regulatory requirement to do so.
      Anonymising your data
      • Contact Data
      • Employment Data
      • Query/Comment Data
      • Technical Data
      • Usage Data
      • Marketing Preferences Data
      • From time to time we may wish to anonymise your information (so that you cannot be directly or indirectly identified from it) and use this information for our own business purposes (for example, to look at where most users of our website come from). We believe that such usage is necessary for our legitimate business interests.
      • CCTV Footage
      • To maintain an appropriate level of security we believe it is in our legitimate business interest to operate a CCTV security system in the entrance and exit areas of our premises. We display appropriate signage in all of our areas of CCTV coverage.
  • 6.2 If you have questions about or need further information concerning the legal basis on which we collect and use information about you, please contact us at
  • 7. Who does dunnhumby share my information with?
  • From time to time, we might need to share, or allow third parties access to, the information we hold about you. We only do this when we are legally permitted to do so. A list of those third parties who may be granted access to your information are as set out below, along with the reason(s) for such access.
  • 7.1 We may share your information:
    • 7.1.1 with our group companies so that they can understand which products and services are more likely to be suited to you.
    • 7.1.2 with third party services providers for certain business purposes: We may also make certain personal data available to third parties who help us provide our website and deliver marketing, for example by hosting it (that is, storing it on our behalf), enabling certain features or functionality including user tracking, or by providing related services such as support and maintenance, security technology, or helpdesk support. The main third-party service providers that we use for the website are as follows:
      • Microsoft
        • Microsoft hosts and helps us to maintain our Website. The following categories of personal data are stored with Microsoft: Contact Data; Employment Data and Marketing Preferences Data.
        Google Analytics
        • We use Google Analytics to understand the usage of our Website to help us improve our Website. Google Analytics gives each user a unique tracking ID.
        Eloqua and Oracle Sales Cloud
        • We use these third parties to store your information for the purposes of lead generation.
        Event organisers
        • We use event organisers to host or help us organise our events. For example, we may need to share your dietary or access requirements to enable your attendance at the event. In such circumstances they will have access to the following categories of personal data: Contact Data, Employment Data and Dietary and Disability Data.
        Third party communications providers
        • We may use third parties to assist us in delivering our various media campaigns. They may have access to the following categories of personal data: Contact Data and Marketing Preferences Data.
    • 7.1.3 with any competent law enforcement body, regulatory, government agency, court or other third party where we believe disclosure is necessary (i) as a matter of applicable law or regulation, (ii) to exercise, establish or defend our legal rights, or (iii) to protect your vital interests or those of any other person;
    • 7.1.4 with a potential buyer (and its agents and advisers) in connection with any proposed purchase, merger or acquisition of any part of our business, provided that we inform the buyer it must use your information only for the purposes disclosed in this Privacy Notice;
    • 7.1.5 with any other person with your consent to the disclosure.
  • 7.2 If the Californian Consumer Privacy Act (CCPA) applies to the processing of your information, we confirm that we do not sell your personal information.
  • 8. How does dunnhumby keep my information secure?
  • 8.1 We use appropriate technical and organisational measures to protect the information that we collect and process about you. The measures we use are designed to provide a level of security appropriate to the risk of processing your information.
  • 8.2 Specific measures we use include:
    • 8.2.1 applying encryption methods to your information both when we store your information on our internal databases and when we need to transfer it to a third party (or internally);
    • 8.2.2 ensuring we have appropriate firewalls in place;
    • 8.2.3 providing data protection training to our staff;
    • 8.2.4 requiring our staff to comply with data protection policies; and
    • 8.2.5 restricting access to your information on a need-to-know basis.
  • 9. International data transfers
  • To achieve the purposes set out at section 6, it may be necessary for us to provide your information to parties that may be located outside of your jurisdiction (for example, the country you live in).We can only provide your information to such parties where we comply with certain legal obligations designed to protect your data. This section identifies those jurisdictions in which the various third-party recipients of your information are located, and how we comply with our relevant legal obligations.
  • 9.1 The servers we use to store your information will be based in a number of locations depending on the type of data we are storing and the purposes for which it is stored. For instance:
    • 9.1.1 basic technical data we collect from you when you browse our website will be held on servers based in the EU.
    • 9.1.2 where we store information you provide to us when downloading our Website Materials or when registering for our events, depending on which of our third party providers we use, your information may be stored in data centres located in the UK, the EU, or North America.
    • 9.1.3 where we use a third party to assist us in delivering are marketing communications we may use third parties based in India.
  • 9.2 As a result, your information may be transferred to, and processed in, countries other than the country in which you originally provided us with your information. These countries may have data protection and privacy laws that are different to the laws of your country and, in some cases, may not be as protective.
  • 9.3 However, we take appropriate safeguards so your information remains protected in accordance with this Privacy Notice. These include implementing the European Commission’s Standard Contractual Clauses for transfers of information between our group companies, which require all group companies to protect information they process from the EEA in accordance with European Union data protection and privacy law.
  • 9.4 Our Standard Contractual Clauses can be provided on request. We have implemented similar appropriate safeguards with our third-party service providers and partners, and further details can be provided upon request by contacting
  • 10. Data retention
  • We have a legal obligation not to retain your information for longer than is necessary. The period of such retention may vary depending on the purposes for which we collected your information. This section explains the length of time we will retain your information for, or where it is not possible, the considerations we will take into account when determining the relevant retention period.
  • 10.1 We review the information we hold about you every 12 months. If we have not had any interactions with you in that 12-month period (for example, we send you information that we think is of interest to you, but you do not show any further interest), we will either delete or anonymise your information. If that is not possible (for example, because your information has been stored in backup archives), we will isolate it from any further processing until deletion is possible.
  • 10.2 Where you provide us with consent to use cookies (see section 12) such cookies will expire on your device and be deleted 30 days from the date consent was given.10.3 We may, however, keep your information for longer if we have an ongoing legitimate business need, such as to comply with applicable legal, tax, or accounting requirements. For example, we retain your information for audit purposes for up to 7 years if we have carried out a transaction with you or the company you work for.
  • 11. Marketing
  • As mentioned in section 6, we may wish to contact you from time to time with content about our events, products and services. However, we will only contact you with such content where we are legally capable of doing so. This section explains more about the circumstances in which we may contact you with “marketing” materials and what you can do if you no longer wish to receive such materials from us.
  • 11.1 Where you have downloaded Website Materials from us, you have registered to attend or attended an event with us, and provided us with your Contact Data and Employment Data, we may use such information to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services, and information may be relevant for you.
  • 11.2 You may receive marketing communications from us if you have requested information from us, if you or your business purchased products or services from us or if you have registered to or attended an event with us, and you have not opted out of receiving further contact from us with information and opportunities.
  • 11.3 You have the right to opt-out of marketing communications at any time. You can exercise this right by clicking on the “unsubscribe” or “opt-out” link in the marketing e-mails we send you. To opt-out of other forms of marketing (such as postal marketing or telemarketing), contact our marketing team at
  • 12. Cookies and similar technologies
  • We use cookies, pixel tags, html tags and other similar technologies for many reasons. They can be used to improve your journey through our website, and to help us gain greater understanding of how you and other visitors interact with website. Cookies can also be used as a way of ensuring that the advertisements you see as you browse other websites are aligned with your personal tastes and preferences. This section provides more detail about how we use cookies, and provides a link to our more detailed “cookie policy” which you should read if you would like to know more.
  • Cookies we provide
  • 12.1 When you visit our website, cookies will not be placed on your device unless you give us your permission to do so (although certain ‘strictly necessary cookies’ will need to be placed to enable our website to work – these are described in our cookies notice).You can also set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. Please note, if you disable or refuse cookies (such as strictly necessary cookies), some parts of this website may not function properly. For more information about the cookies we use, please see our cookies notice.
  • Cookies provided by third parties
  • 12.2 As well as our own cookies, we also allow third parties to place cookies on our website, which they can use to recognise you or your device when you visit our website and other websites where they use cookies. Such third parties use the information they obtain through those cookies to provide us with reports and information about your use of our website.
  • 12.3 Some of those third parties may also use the information they collect about you to build a profile about you and to send you personalised advertising on other websites that you visit.
  • 13. Third party sites
  • 13.1 Where our sites contain hyperlinks to third party websites, you will leave our Website when you click through the hyperlinks. We do not control these third-party websites, or any of the content they contain, and we encourage you to read their privacy and cookie notices.
  • 14. Your data protection and privacy rights
  • Depending on how and where your data was collected and/or is being used, the law may grant you certain rights that you can exercise. This section explains what those rights are and how you can exercise them.
  • 14.1 If European Union or United Kingdom data protection laws apply to you, you have the right to access the personal data we hold about you and know how we use it and who we’ve shared it with. You can also ask that we delete or correct personal data that you believe is inaccurate or no longer relevant in this same way. Other countries’ laws may grant you similar rights. Please make any requests in writing to We may ask you for information to verify your identity (e.g. a copy of your passport, national ID or other such documentation which will allow us to determine your identity and therefore you legal right to access the personal data) or clarify your request.
  • 14.2 In addition to being able to update and correct your personal data, you may also have other data protection rights:
    • 14.2.1 If we have collected and processed your personal data with your consent, you have the right to withdraw your consent at any time. Withdrawing your consent will not affect the lawfulness of any processing we carried out prior to your withdrawal, nor will it affect processing of your personal data carried out in reliance on other lawful grounds other than consent;
    • 14.2.2 You may have certain additional rights in relation to your personal data, such as:
      • In certain circumstances you have the right to object to our processing of your personal data or to ask us to restrict processing of your personal data (although sometimes we may not be able to comply with this request); and
      • You may have your personal data erased in a number of circumstances, such as where it has been unlawfully processed, or where there is no overriding legitimate grounds for the processing.
    • 14.2.3 You can make any of these requests by using the email address We will respond to all requests in accordance with applicable data protection laws.
    • 14.2.4 You have the right to complain to an information authority about our collection and use of your personal information. For more information, please contact your local authority. (Contact details for authorities in the UK, European Economic Area, Switzerland and certain non-European countries (including the US and Canada) can be found by clicking these links).
  • 14.3 We respond to all requests we receive from individuals wishing to exercise their rights in accordance with the law.
  • 15. Updates to this Privacy Notice
  • 15.1 We may update this Privacy Notice from time to time in response to changing legal, technical, or business developments. When we update our Privacy Notice, we will take appropriate measures to inform you, consistent with the significance of the changes we make. We will obtain your consent to any material Privacy Notice changes if and where this is required by law.
  • 15.2 You can see when this Privacy Notice was last updated by checking the “last updated” date displayed at the top of this Privacy Notice.
  • 16. How to contact us
  • 16.1 You can ask to update, or delete your contact details, or unsubscribe from our marketing by emailing our marketing team:
  • 16.2 If you have any questions or concerns about our use of your information, please email our Data Protection Officer: The data controller of your information is dunnhumby Limited.
  • 16.3 You also have the right to lodge any complaints or concerns with your local data protection authority. Please see paragraph 14.2.4 for contact details.