Waives Analytics

1. Introduction

Waives Analytics ("we", "our", or "us") is committed to protecting your privacy. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website waivesanalytics.co.uk and use our services.

By using our website, you consent to the data practices described in this policy.

2. Information We Collect

2.1 Information You Provide

We collect information that you voluntarily provide to us when you:

Fill out our contact form (name, email, company, subject, message)
Schedule a meeting through our booking system
Communicate with us via email or other channels
Subscribe to our newsletter or marketing communications

2.2 Automatically Collected Information

When you visit our website, we may automatically collect certain information about your device, including:

IP address
Browser type and version
Operating system
Pages you visit and time spent on pages
Referring website addresses

3. How We Use Your Information

We use the information we collect to:

Respond to your inquiries and provide customer support
Send you information about our services
Improve our website and services
Analyze website usage and trends
Comply with legal obligations
Protect our rights and prevent fraud

4. Data Sharing and Disclosure

We do not sell, trade, or rent your personal information to third parties. We may share your information only in the following circumstances:

Service Providers: We share information with the following third-party service providers who perform services on our behalf:

Google Analytics 4 (GA4): Website analytics service (data stored in the United States, with anonymization enabled)
Hostinger: Web hosting provider (data stored in the European Union)
Greengeeks: Web hosting provider (data stored in the United States and Canada)

Legal Requirements: We may disclose information if required by law or in response to valid requests by public authorities
Business Transfers: In the event of a merger, acquisition, or sale of assets, your information may be transferred
With Your Consent: We may share information with your explicit consent

5. Data Security

We implement appropriate technical and organizational measures to protect your personal information against unauthorized access, alteration, disclosure, or destruction. However, no method of transmission over the Internet or electronic storage is 100% secure, and we cannot guarantee absolute security.

6. Your Rights (UK GDPR and Data Protection Act 2018)

If you are located in the European Economic Area (EEA) or United Kingdom, you have certain rights under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018:

Right to Access: You can request a copy of the personal data we hold about you
Right to Rectification: You can request correction of inaccurate or incomplete data
Right to Erasure: You can request deletion of your personal data in certain circumstances
Right to Restrict Processing: You can request limitation of how we process your data
Right to Data Portability: You can request transfer of your data to another service provider
Right to Object: You can object to processing of your personal data for certain purposes

To exercise these rights, please contact us at: neilblyth@waivesanalytics.co.uk

7. Cookies and Tracking Technologies

Our website may use cookies and similar tracking technologies to enhance your experience. Cookies are small data files stored on your device. You can control cookies through your browser settings, though this may affect website functionality.

We may use analytics services (such as Google Analytics) to analyse website usage. These services may use cookies to collect information about your use of our website.

8. Data Retention

We retain your personal information for a maximum of 2 years, or for as long as necessary to fulfill the purposes outlined in this Privacy Policy, whichever is shorter, unless a longer retention period is required or permitted by law. When we no longer need your information, we will securely delete or anonymize it.

If you request the removal of your personal information, we will delete it promptly, subject to any legal obligations that may require us to retain certain information. To request removal, please contact us at: neilblyth@waivesanalytics.co.uk

9. Children's Privacy

Our website is not intended for children under the age of 16. We do not knowingly collect personal information from children. If you believe we have collected information from a child, please contact us immediately.

10. International Data Transfers

Your information may be transferred to and processed in countries other than your country of residence. These countries may have data protection laws that differ from those in your country. We take appropriate safeguards to ensure your information is protected in accordance with this Privacy Policy.

11. AI and Automated Decision-Making

As an AI and data analytics company, we use artificial intelligence tools and technologies in our service delivery. This section explains how we use AI and your rights regarding automated processing.

11.1 AI Tools in Service Delivery

We use AI tools and machine learning models to deliver our services, including:

Data analysis and pattern recognition
Predictive modelling and forecasting
Natural language processing for text-to-SQL and analytics
Automated data processing and transformation

11.2 Client Data and AI Model Training

We do not use client data to train AI models. Client data is used solely for the specific project or service engagement for which it was provided. We do not use client data to improve, train, or develop our AI models or services for other clients.

11.3 Third-Party AI Services

We may use third-party AI services (such as OpenAI, Anthropic Claude, or similar providers) in the course of delivering our services. When we do, we ensure that:

Data is processed in accordance with our data processing agreements
Client data is not used by third-party AI providers to train their models
Appropriate data minimization and pseudonymization practices are applied where possible
Data is handled in compliance with UK GDPR and Data Protection Act 2018

11.4 Automated Decision-Making and Profiling

Some of our services may involve automated processing or profiling (e.g., predictive analytics, churn prediction, demand forecasting). Where automated decision-making produces legal effects or similarly significant effects, you have the right under UK GDPR Article 22 to:

Request human intervention in the decision-making process
Express your point of view
Contest the automated decision

To exercise these rights, please contact us at: neilblyth@waivesanalytics.co.uk

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will notify you of any material changes by posting the new Privacy Policy on this page and updating the "Last updated" date. We encourage you to review this Privacy Policy periodically.

13. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:

Email: neilblyth@waivesanalytics.co.uk