4. Analysis tools and advertising
4.1 Hubspot
We use Hubspot CRM on this website. The provider is Hubspot Inc. 25 Street, Cambridge, MA 02141 USA (hereafter Hubspot CRM).
Hubspot CRM enables us, among other things, to manage existing and potential customers and customer contacts, to communicate with you and to plan and execute marketing activities in line with your interests. Hubspot CRM enables us to capture, sort and analyze customer interactions via email, social media, or phone across multiple channels. The personal data collected in this way can be evaluated and used for communication with the potential customer or marketing measures (e.g., newsletter mailings). HubspotCRM also enables us to collect and analyze the user behavior of our contacts on our website.
The use of Hubspot CRM is based on Art. 6(1)(f) GDPR. The website operator has a legitimate interest in the most efficient customer management and customer communication. If consent has been requested, the processing is carried out exclusively on the basis of Art. 6(1)(a) GDPR; consent may be revoked at any time
For details, please refer to Hubspot’s privacy policy: https://legal.hubspot.com/privacy-policy
Data transmission to the US is based on the standard contractual clauses of the EU Commission. Details can be found here: https://www.hubspot.com/data-privacy/privacy-shield
4.2 Google Tag Manager
We use the Google Tag Manager. The provider is Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland. The Google Tag Manager is a tool that allows us to integrate tracking or statistical tools and other technologies on our website. The Google Tag Manager itself does not create any user profiles, does not store cookies, and does not carry out any independent analyses. It only manages and runs the tools integrated via it. However, the Google Tag Manager does collect your IP address, which may also be transferred to Google’s parent company in the United States.
The Google Tag Manager is used on the basis of Art. 6(1)(f) GDPR. The website operator has a legitimate interest in the quick and uncomplicated integration and administration of various tools on his website. If the relevant consent has been requested, the processing is carried out exclusively on the basis of Art. 6(1)(a)GDPR; the consent can be revoked at any time.
4.3 Google Analytics
This website uses functions of the web analysis service Google Analytics. The provider of this service isGoogle Ireland Limited (“Google”), Gordon House, Barrow Street, Dublin 4, Ireland. Google Analytics enables the website operator to analyze the behavior patterns of website visitors. To that end, the website operator receives a variety of user data, such as pages accessed, time spent on the page, the utilized operating system and the user’s origin. Google may consolidate these data in a profile that is allocated to the respective user or the user’s device.
Furthermore, Google Analytics allows us to record your mouse and scroll movements and clicks, among other things. Google Analytics uses various modeling approaches to augment the collected data sets and uses machine learning technologies in data analysis.
Google Analytics uses technologies that make the recognition of the user for the purpose of analyzing the user behavior patterns (e.g., cookies or device fingerprinting). The website use information recorded by Google is, as a rule, transferred to a Google server in the United States, where it is stored.
This analysis tool is used on the basis of Art. 6(1)(f) GDPR. The operator of this website has a legitimate interest in the analysis of user patterns to optimize both, the services offered online and the operator’s advertising activities. If a corresponding agreement has been requested (e.g., an agreement to the storage of cookies), the processing takes place exclusively on the basis of Art. 6(1)(a) GDPR; the agreement can be revoked at any time.
You can prevent the collection of data generated by the cookie and related to your use of our website (including your IP address) to Google and the processing of this data by Google by downloading and installing the browser add-on available at this link http://tools.google.com/dlpage/gaoptout?hl=en. The installation of the browser add-on is considered by Google as an objection. The terms of use and privacy policy of Google and Google Analytics can be found here https://policies.google.com/privacy?hl=en&gl=en and here: http://www.google.com/analytics/terms/de.html, respectively.
Data transmission to the US is based on the Standard Contractual Clauses (SCC) of the European Commission. Details can be found here:
https://privacy.google.com/businesses/controllerterms/mccs
4.4 Google Adwords
We have integrated Google AdWords on this website. Google AdWords is an internet advertising service that allows advertisers to run ads on Google’s search engine as well as on the Google Network. Google AdWords allows us to pre-set keywords that display an advertisement on Google’s search engine results only when the search engine retrieves a keyword-related search result. On the Google Network, the ads are distributed to topic-related sites using an automated algorithm and according to pre-defined keywords. The operating company for the services of Google AdWords is Google Inc., 1600 Amphitheater Pkwy, Mountain View, CA 94043-1351, USA.
The purpose of Google AdWords is to promote our website by displaying interest-based advertising on third-party websites and in the search engine results of Google’s search engine. If a user reaches our website via a Google ad, a so-called conversion cookie is filed on Google’s information technology system by Google. What cookies are, has already been explained above. A conversion cookie loses its validity after ninety days and is not used to identify the person affected. If the cookie has not yet expired, the conversion cookie is used to see whether a user visited any pages other than the ones that led them from a Google ad to a corresponding landing page. The conversion cookie tells both us and Google whether an affected person who came to our site through an AdWords ad completed a conversion, i.e. submitted a contact request form.
The data and information collected through the use of the conversion cookies is used by Google to provide visitor statistics for our website. These search statistics are then used by us to determine the total number of users who have been sent to us through AdWords ads, in other words, to determine the success or failure of each AdWords ad and to optimize our AdWords ads for the future. Neither our company nor any other Google AdWords advertiser receives any information from Google that could identify the data subject.
The conversion cookie stores some identifiable information, such as the websites visited by a user. Each time you visit our websites, some personal information, including the IP address of the Internet connection used by the data subject, is transferred to and stored by Google. Google may transfer such personal data collected through the technical process to third parties. The affected person can prevent the setting of cookies by our website, as already described above, at any time by means of a corresponding setting of the Internet browser used and thus permanently contradict the setting of cookies. Such a setting of the Internet browser used would also prevent Google from setting a conversion cookie on the information technology system of the person concerned. In addition, a cookie already set by Google AdWords can be deleted at any time via the Internet browser or other software programs.
Furthermore, the person or party concerned has the opportunity to object to Google’s interest-based advertising. To do this, the person concerned must access the link https://www.google.com/settings/ads from each of the internet browsers used and make the desired settings there. Additional information and Google’s applicable privacy policy can be found at https://www.google.com/intl/en/policies/privacy/.
4.5 Microsoft Advertising
For our online marketing activities, we also use the Microsoft Advertising program from Microsoft Corporation, One Microsoft Way, Redmond, WA 98052-6399, USA.
Why do we use Microsoft Advertising?
With Microsoft Advertising, we can bring our products or services specifically to people who are truly interested in them. We don’t want to present our products only on the well-known search engine Google, but also on Bing and Yahoo! Microsoft Advertising also allows us to place ads in the so-called "Microsoft Audience Network." For example, we can also display ads on LinkedIn. Conversion tracking lets us know which ad led you to us, which subpages you prefer, and what actions you take on our website. This data enables us to tailor our website, advertising, and offerings more closely to your needs.
What data does Microsoft Advertising store?
We have integrated a conversion tracking tag (a small code snippet) from Microsoft Advertising into our website. This is the so-called Universal Event Tracking (UET) tag. If you come to our website via a Microsoft ad, this tracking tool helps us learn more about your user behavior on our site. For example, we can find out which keyword or ad brought you to us, what you click on our website, how many people visit us via Microsoft Ads, and how long they stay. All this data relates to user behavior and not personal data. We only receive information about your web behavior, not personal information. Microsoft uses the data to optimize its own advertising services and other offerings. If you have a Microsoft account, the collected data may be linked to your account. Microsoft may also recognize and store your IP address. To store all this data about your user behavior, the following cookie is set in your browser when you access our website via a Microsoft ad:
Name: MUIDB
Value: 08A53CA3313F6255044C307E353F61CD
Purpose: This cookie is set by our embedded Microsoft tag (UET tag) and serves to synchronize users across different Microsoft websites. This enables user recognition across domains.
Expiration: after one year
If you arrive on our site via a Bing ad, other cookies may also be set in your browser. Here is a selection of additional cookies:
- Name: ABDEF
Value: V=0&ABDV=0&MRNB=1594294373452&MRB=0312998017-7
Purpose: No detailed information available.
Expiration: after one year
- Name: SRCHD
Value: AF=NOFORM
Purpose: Responsible for the functionality of the tracking or website.
Expiration: after one year
- Name: SRCHHPGUSR
Value: WTS=63729889193&HV=1594294374&CW=1920&CH=937&DPR=1&UTC=120&DM=0
Purpose: Tracks and stores your user behavior on our website and interaction with the Bing map interface.
Expiration: after one year
- Name: SRCHUID
Value: V=2&GUID=157B20CCF36A43F3A4AE9790346EB7A7&dmnchg=1
Purpose: Tracks and stores your user behavior on our website and interaction with the Bing map API.
Expiration: after one year
- Name: _EDGE_S
Value: mkt=de-at&SID=2EE7002D956A61511D280F2F9474607312998017-2
Purpose: Collects and stores your user behavior across multiple websites. The goal is to tailor advertising efforts to our audience’s interests.
Expiration: after the browser session ends
- Name: _SS
Value: SID=2EE7002D956A61511D280F2F94746077312998017-9
Purpose: Helps determine how you accessed our website—specifically which ad brought you to us.
Expiration: after one year
How long and where is the data stored?
We have no control over how Microsoft uses the collected user data. Microsoft operates its own servers worldwide, most of which are located in the United States. Therefore, your data may also be stored, managed, and processed on U.S. servers. Microsoft retains data (especially personal data) for as long as necessary to provide its services or for legal purposes. Microsoft also notes that actual retention periods vary widely depending on the product.
For search queries via Bing, Microsoft deletes stored search queries after 6 months by removing your IP address. Cookie IDs, such as those created via the MUID cookie, are anonymized after 18 months.
How can I delete my data or prevent storage?
You can opt out of Microsoft Ads conversion tracking at any time. If you do not want Microsoft Advertising to show you interest-based ads, you can disable this feature at https://account.microsoft.com/privacy/ad-settings/signedout. You can also manage, disable, or delete all cookies in your browser. Each browser works slightly differently. In the “Cookies” section, you’ll find links to the relevant instructions for the most common browsers.
Legal Basis
If you have consented to the use of Microsoft Advertising, this consent serves as the legal basis for the corresponding data processing. According to Art. 6(1)(a) GDPR (consent), this consent is the legal basis for the processing of personal data, as may occur with Microsoft Advertising.
Additionally, we have a legitimate interest in using Microsoft Advertising to optimize our online services and marketing efforts. The corresponding legal basis is Art. 6(1)(f) GDPR (legitimate interests). However, we only use Microsoft Advertising if you have given your consent.
Microsoft also processes your data in the USA, among other locations. Microsoft is an active participant in the EU-U.S. Data Privacy Framework, which regulates the secure transfer of personal data from EU citizens to the USA. More information can be found at:
https://commission.europa.eu/document/fa09cbad-dd7d-4684-ae60-be03fcb0fddf_en
Microsoft also uses so-called Standard Contractual Clauses (Art. 46(2) and (3) GDPR). These are templates provided by the European Commission to ensure that your data continues to comply with European privacy standards when transferred to third countries (such as the USA). Through the EU-U.S. Data Privacy Framework and the use of Standard Contractual Clauses, Microsoft undertakes to comply with European privacy standards even when your data is stored, processed, and managed in the USA. These clauses are based on an implementing decision by the European Commission, available here:
https://eur-lex.europa.eu/eli/dec_impl/2021/914/oj?locale=de
More information on Microsoft’s Standard Contractual Clauses is available at:
https://learn.microsoft.com/en-us/compliance/regulatory/offering-eu-model-clauses
4.6 Microsoft Clarity
We use the web analytics software Microsoft Clarity on our website. The service provider is the American company Microsoft Corporation, One Microsoft Way, Redmond, WA 98052-6399, USA.
Microsoft processes your data, among other locations, also in the United States. Clarity and Microsoft are active participants in the EU-U.S. Data Privacy Framework, which regulates the correct and secure transfer of personal data of EU citizens to the United States. You can find more information about this framework at:
https://commission.europa.eu/document/fa09cbad-dd7d-4684-ae60-be03fcb0fddf_en
Additionally, Microsoft uses what are known as Standard Contractual Clauses (SCCs) in accordance with Art. 46 para. 2 and 3 of the GDPR. These SCCs are model contracts provided by the European Commission and are intended to ensure that your data also complies with European data protection standards when transferred to and stored in third countries (such as the USA). Through the EU-U.S. Data Privacy Framework and the use of Standard Contractual Clauses, Microsoft commits to maintaining the European level of data protection when processing your relevant data—even if the data is stored, processed, and managed in the United States. These clauses are based on an implementing decision by the EU Commission, which you can view here:
https://eur-lex.europa.eu/eli/dec_impl/2021/914/oj?locale=de
More information about Microsoft's use of Standard Contractual Clauses can be found at: https://learn.microsoft.com/en-us/compliance/regulatory/offering-eu-model-clauses
Further details about the data processed by Microsoft can be found in their privacy statement at:
https://www.microsoft.com/en-us/privacy/privacystatement?tid=331754278085
4.7 LinkedIn Insights Tag
This website also uses the social media tool “LinkedIn Insight Tag” from LinkedIn Ireland Unlimited Company, Wilton Place, Dublin 2, Ireland. LinkedIn Insight Tag sets a cookie in your web browser, which collects some personal data and is used by us for statistical and market research purposes; specifically, in order to attribute a specific campaign to a specific conversion. In addition, there is the possibility to set measures in the area of retargeting, whereby we can deliver advertising to you away from our website without being able to identify you as a website visitor.
The following personal data is processed: IP address, device and browser characteristics and page events. LinkedIn specifically points out that it doesn’t not allow to attribute a certain conversion to a specific person; therefore, it ensures your anonymity.
You can control the use of your personal data in LinkedIn’s account settings. Moreover, you can install an opt-out cookie, regardless of whether you are a LinkedIn member or not, here: https://www.linkedin.com/psettings/guest-controls/retargeting-opt-out.
4.8 IP anonymization
On this website, we have activated the IP anonymization function. As a result, your IP address will be abbreviated by Google within the member states of the European Union or in other states that have ratified the Convention on the European Economic Area prior to its transmission to the United States. The full IP address will be transmitted to one of Google’s servers in the United States and abbreviated there only in exceptional cases. On behalf of the operator of this website, Google shall use this information to analyze your use of this website, to generate reports on website activities and to render other services to the operator of this website that are related to the use of the website and the Internet. The IP address transmitted in conjunction with Google Analytics from your browser shall not be merged with other data in Google’s possession.
4.9 Browser plug-in
You can prevent the recording and processing of your data by Google by downloading and installing the browser plugin available under the following link: https://tools.google.com/dlpage/gaoptout?hl=en.
For more information about the handling of user data by Google Analytics, please consult Google’s Data Privacy Declaration at: https://support.google.com/analytics/answer/6004245?hl=en.
4.10 Archiving period
Data on the user or incident level stored by Google linked to cookies, user IDs or advertising IDs (e.g. DoubleClick cookies, Android advertising ID) will be anonymized or deleted after 2 months. For details, please click the following link: https://support.google.com/analytics/answer/7667196?hl=en
