Last updated: 22 October 2026
This policy explains how MASS Analytics Ltd collects and uses personal data when you visit mass-analytics.com, contact us, attend our events, receive our communications or apply for a job through our website. It also explains your rights and how to exercise them.
1. Who we are
MASS Analytics Ltd (“MASS Analytics”, “we”, “us”) is the controller of the personal data described in this policy. We are a company registered in England and Wales under company number 10135125, with our registered office at WeWork, 184 Shepherds Bush Road, London W6 7NL, United Kingdom. We are registered with the Information Commissioner’s Office (ICO) under registration number ZB861781.
Our group includes MASS SA in Tunis, Tunisia, which supports our marketing, sales and services teams. Where it does so for the purposes in this policy, it acts on our instructions.
Contact us about privacy: [email protected], or write to the Data Protection Officer at the address above.
2. Scope of this policy
This policy covers personal data we process through our website and related marketing, events and recruitment activities. It does not cover:
- Data our clients load into MassTer Studio, MassTer Mind, MassTer PACE, MassTer Flow or Maia. Our client agreements and data processing agreements govern that data, and our clients are its controllers.
- Third-party websites we link to, such as LinkedIn, YouTube or Udemy, which have their own privacy policies.
Our website is aimed at business users. Where we refer to “you”, we usually mean a person contacting us in a professional capacity.
3. The personal data we collect
Information you give us
- Contact and professional details: name, work email, phone number, job title, company, country, and a postal address when you ask for printed material.
- Enquiry details: what you request (a demo, content, a book, an event place) and anything you write in a form, email or call.
- Chat content: messages you type into the MASS Assistant chat on our website, and any details you choose to share there.
- Event details: registration and attendance, dietary or access needs you choose to tell us.
- Job applications: your CV, cover letter, work history, qualifications, and answers you give in the application form.
- Marketing preferences: the communications you agree to receive or opt out of.
Information we collect automatically
- Device and usage data: IP address, browser and device type, pages viewed, referring site, campaign parameters (UTM), and how you interact with our pages, emails and forms.
- Cookie and similar identifiers: set only in line with your cookie choices (see section 6).
- Security logs: requests to our website, used to protect it against attacks.
Information from other sources
- Professional details from public sources, such as your company website or LinkedIn profile.
- Business contact data from B2B data providers, when we research organisations that may benefit from our services.
- Event partners and co-hosts, when you register for an event we run with them.
We do not ask for special category data (such as health, religion or ethnicity) through our website. Please do not share it in forms or chat. If you tell us about access or dietary needs for an event, we use it only to make arrangements for you, with your explicit consent.
4. How we use your data and our lawful basis
| Purpose | Data used | Lawful basis (UK GDPR Art. 6) |
|---|---|---|
| Respond to enquiries and demo requests | Contact, enquiry and chat details | Legitimate interests: answering business enquiries; or steps before entering a contract |
| Send content, books or event invitations you requested | Contact and enquiry details, postal address | Legitimate interests: delivering what you asked for |
| Run the MASS Assistant chat and hand over to a colleague | Chat content, contact details you share | Legitimate interests: answering visitors quickly and improving our answers |
| Send B2B marketing about our products, services and events | Contact details, marketing preferences, email interactions | Legitimate interests: promoting our services to business contacts, with an opt-out in every message; consent where the law requires it |
| Research and contact organisations that may need our services | Professional details from public sources and data providers | Legitimate interests: business development, with this notice and an opt-out |
| Measure and improve our website and campaigns | Usage data, analytics and advertising cookies | Consent (through our cookie banner) |
| Keep our website and systems secure | Device data, security logs | Legitimate interests: network and information security |
| Assess job applications | Application data | Steps before entering an employment contract; legitimate interests: recruiting |
| Manage client and supplier relationships | Contact and contract details | Contract; legitimate interests |
| Keep records and meet legal obligations | Records of transactions, consents and opt-outs | Legal obligation; legitimate interests: defending legal claims |
Where we rely on legitimate interests, we have balanced our interests against your rights. You can ask us for more detail and you can object at any time (see section 12).
We do not make decisions about you based solely on automated processing that have legal or similarly significant effects.
5. Marketing communications
We send business contacts news, insights, event invitations and information about our products and services. You can stop these at any time by:
- clicking “unsubscribe” in any of our emails;
- updating your preferences through the link in our emails; or
- emailing [email protected].
When you opt out, we keep your email address on a suppression list so that we do not contact you again. We may still send you messages you need, such as replies to your enquiries or service notices.
Our emails may contain tracking pixels and tracked links that tell us whether an email was opened and which links were clicked. We use this to improve our communications.
6. Cookies and similar technologies
We use cookies and similar technologies on our website. Strictly necessary cookies keep the site secure and working and do not need your consent. We use analytics, functional and advertising cookies only if you accept them in our cookie banner.
| Category | What it does | Providers |
|---|---|---|
| Necessary | Security, load balancing, remembering your cookie choices | MASS Analytics, Cloudflare, Wordfence, CookieYes |
| Functional | Chat and form features | MASS Analytics, HubSpot |
| Analytics | Understanding how visitors use our site and which campaigns bring them | Google Analytics, HubSpot |
| Advertising | Measuring ad conversions and showing relevant ads on other sites | Google Ads, LinkedIn, HubSpot |
You can change or withdraw your consent at any time through the cookie settings button at the bottom of every page. The settings panel lists each cookie, its provider and how long it lasts.
If you accept advertising cookies, LinkedIn and Google may link your visit to your account with them and use it under their own privacy policies.
7. Our AI assistant (MASS Assistant)
Our website offers “Ask MASS”, a chat assistant powered by artificial intelligence. It answers questions about our company, products and careers, and can hand you over to a member of our team or help you book a meeting.
- Your messages are processed by our AI service provider to generate answers. Anthropic (through its Claude Developer Platform) processes them on our behalf under its commercial terms and does not use them to train its models.
- We keep chat transcripts for up to 12 months to answer follow-up questions, check answer quality and improve the assistant.
- Answers are generated automatically and may contain mistakes. Please check important information with our team.
- Please do not share sensitive personal data, passwords or confidential information in the chat.
8. Who we share your data with
We do not sell your personal data. We share it only with:
- Our group company MASS SA (Tunis, Tunisia), which supports our marketing, sales, services and recruitment teams.
- Service providers acting on our behalf, under contracts that require them to protect your data and use it only on our instructions:
- HubSpot: CRM, forms, email marketing and website analytics (EU data centre)
- Bluehost: website hosting
- Cloudflare: domain name services, website delivery and security
- Wordfence (Defiant): website firewall and security
- CookieYes: cookie consent management
- Microsoft: email and office applications
- Anthropic: the AI model behind MASS Assistant (Claude Developer Platform)
- Email delivery and sales engagement tools we use to contact business contacts
- Advertising and analytics partners, only if you accept the relevant cookies: Google (Analytics and Ads) and LinkedIn. They may act as independent or joint controllers for some of this data.
- Event partners, when you register for an event we co-host; we tell you who they are at registration.
- Professional advisers, such as lawyers, accountants and auditors, under duties of confidentiality.
- Authorities, courts and regulators, when the law requires it or to establish, exercise or defend legal claims.
- A buyer or investor, if we sell or restructure all or part of our business, under confidentiality terms.
9. International transfers
Some of our providers and our group company are outside the UK, including in the European Economic Area, the United States and Tunisia. When we transfer personal data outside the UK, we make sure it is protected by:
- UK adequacy regulations, which cover the EEA and US companies certified under the UK Extension to the EU–US Data Privacy Framework; or
- the ICO’s International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses, with additional safeguards where needed. This applies to transfers to MASS SA in Tunisia.
You can ask us for a copy of the safeguards that apply to your data.
10. How long we keep your data
We keep personal data only as long as we need it for the purposes above, then delete or anonymise it.
| Data | How long we keep it |
|---|---|
| Enquiries, demo requests, prospects and event contacts | 3 years after our last interaction with you |
| Opt-out (suppression) records | As long as needed to respect your opt-out |
| Event access or dietary needs | Deleted within 30 days after the event |
| MASS Assistant chat transcripts | 12 months |
| Job applications (unsuccessful) | 6 months after the role is filled, or 12 months if you agree that we keep your application for future roles |
| Client and supplier records | Length of the contract plus 6 years |
| Consent records | Length of the relationship plus 6 years |
| Website analytics data | Up to 14 months; cookie lifetimes are shown in the cookie settings panel |
| Website security logs | Up to 12 months |
We may keep data for longer if the law requires it or if we need it to deal with a dispute or legal claim.
11. How we protect your data
MASS Analytics operates an information security management system certified to ISO/IEC 27001:2022. We protect personal data with technical and organisational measures that include access control and multi-factor authentication, encryption in transit, security monitoring, supplier due diligence, and regular staff training. Read more in our Information Security Policy Statement.
No method of transmission over the internet is completely secure. If a breach affects your personal data and is likely to put your rights at high risk, we will tell you without undue delay.
12. Your rights
Under UK data protection law you have the right to:
- Access the personal data we hold about you and receive a copy.
- Rectify data that is inaccurate or incomplete.
- Erase your data in certain circumstances.
- Restrict how we use your data in certain circumstances.
- Object to our use of your data based on legitimate interests. You can object to direct marketing at any time, and we will stop.
- Data portability: receive data you gave us in a machine-readable format, or ask us to send it to another organisation, where we rely on consent or contract.
- Withdraw consent at any time where we rely on it. This does not affect processing that took place before you withdrew.
- Not be subject to decisions based solely on automated processing that have legal or similarly significant effects on you.
To exercise any of these rights, email [email protected]. We may ask you to confirm your identity. We will reply within one month, which we may extend by up to two further months for complex requests; if so, we will tell you why. Exercising your rights is free, unless a request is clearly unfounded or excessive.
13. Complaints
If you are unhappy with how we use your personal data, please contact us first at [email protected]. We will acknowledge your complaint within 30 days and tell you the outcome without undue delay.
You also have the right to complain to the Information Commissioner’s Office (ICO), the UK data protection regulator: ico.org.uk/make-a-complaint, or 0303 123 1113.
14. Children
Our website and services are intended for business users. They are not aimed at children, and we do not knowingly collect personal data from anyone under 18.
15. Changes to this policy
We review this policy at least once a year and update it when our processing changes. The “Last updated” date at the top shows when it last changed. If we make significant changes, we will tell you through our website or by email where appropriate.
16. Contact us
Data Protection Officer
MASS Analytics Ltd
WeWork, 184 Shepherds Bush Road, London W6 7NL, United Kingdom
[email protected]
ICO registration number: ZB861781 · Company number: 10135125 (England and Wales)