Privacy policy

Preamble

With this privacy policy we would like to explain to you which types of your personal data (hereinafter also referred to simply as "data") we process, for which purposes and to what extent. This privacy policy applies to all processing of personal data carried out by us, both in the course of providing our services and in particular on our websites, in mobile applications and within external online presences, such as our social media profiles (hereinafter collectively referred to as the "online offering").

The terms used are not gender-specific.

Version: 9 September 2026

Controller

Tatjana Vukajlovic / Taxi Lakis
Poststraße 21
D-71229 Leonberg, Germany

Email address: info@taxi-lakis.de

Phone: +49 7152 26621

Legal notice: impressum.html

Overview of processing operations

The following overview summarises the types of data processed and the purposes of their processing, and refers to the data subjects concerned.

Types of data processed

• Master data.
• Employee data.
• Contact data.
• Content data.
• Usage data.
• Meta, communication and procedural data.
• Log data.

Categories of data subjects

• Recipients of services and clients.
• Employees.
• Communication partners.
• Users.
• Third parties.

Purposes of processing

• Communication.
• Security measures.
• Reach measurement.
• Tracking.
• Conversion measurement.
• Audience building.
• Organisational and administrative procedures.
• Feedback.
• Marketing.
• Profiles with user-related information.
• Provision of our online offering and user-friendliness.
• Information technology infrastructure.

Relevant legal bases

Relevant legal bases under the GDPR: below you will find an overview of the legal bases of the GDPR on which we process personal data. Please note that in addition to the provisions of the GDPR, national data protection requirements may apply in your country or ours. Should more specific legal bases be relevant in an individual case, we will inform you of these in this privacy policy.

• Consent (Art. 6 (1) sentence 1 lit. a) GDPR) – the data subject has given consent to the processing of personal data relating to them for one or more specific purposes.
• Performance of a contract and pre-contractual enquiries (Art. 6 (1) sentence 1 lit. b) GDPR) – processing is necessary for the performance of a contract to which the data subject is party, or in order to take steps at the request of the data subject prior to entering into a contract.
• Legal obligation (Art. 6 (1) sentence 1 lit. c) GDPR) – processing is necessary for compliance with a legal obligation to which the controller is subject.
• Legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR) – processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data.

National data protection provisions in Germany: in addition to the data protection provisions of the GDPR, national data protection provisions apply in Germany. These include in particular the Federal Data Protection Act (BDSG). The BDSG contains, among other things, special provisions on the right of access, the right to erasure, the right to object, the processing of special categories of personal data, processing for other purposes, transmission, and automated decision-making in individual cases including profiling. Data protection acts of the individual federal states may also apply.

General information on data storage and erasure

We erase personal data that we process in accordance with statutory provisions as soon as the underlying consent is withdrawn or there is no further legal basis for the processing. This concerns cases in which the original purpose of processing no longer applies or the data is no longer required. Exceptions to this rule apply where statutory obligations or special interests require longer retention or archiving of the data.

In particular, data that has to be retained for commercial or tax law reasons, or whose storage is necessary for legal prosecution or to protect the rights of other natural or legal persons, must be archived accordingly.

Our privacy notices contain additional information on the retention and erasure of data that applies specifically to certain processing operations.

Where several statements about retention periods or erasure deadlines exist for one piece of data, the longest period always applies. Data that is no longer retained for the originally intended purpose but on the basis of statutory requirements or other reasons is processed by us exclusively for the reasons that justify its retention.

Retention and erasure of data: the following general periods apply to retention and archiving under German law:

• 10 years – retention period for books and records, annual financial statements, inventories, management reports, opening balance sheets and the working instructions and other organisational documents required to understand them (§ 147 (1) no. 1 in conjunction with (3) AO, § 257 (1) no. 1 in conjunction with (4) HGB).
• 8 years – accounting vouchers, such as invoices and cost receipts (§ 147 (1) no. 4 and 4a in conjunction with (3) sentence 1 AO, § 14b (1) UStG and § 257 (1) no. 4 in conjunction with (4) HGB).
• 6 years – other business documents: commercial or business letters received, reproductions of commercial or business letters sent, and other documents insofar as they are relevant for taxation, e.g. hourly wage slips, cost accounting sheets, calculation documents, price labels, and also payroll accounting documents insofar as they are not already accounting vouchers, and till rolls (§ 147 (1) nos. 2, 3, 5 in conjunction with (3) AO, § 257 (1) nos. 2 and 3 in conjunction with (4) HGB).
• 3 years – data required to take account of potential warranty and damages claims or similar contractual claims and rights, and to process related enquiries, based on past business experience and customary industry practice, is stored for the duration of the regular statutory limitation period of three years (§§ 195, 199 BGB).

Period beginning at the end of the year: if a period does not expressly begin on a specific date and is at least one year long, it automatically starts at the end of the calendar year in which the triggering event occurred. In the case of ongoing contractual relationships under which data is stored, the triggering event is the point at which the termination takes effect or the legal relationship otherwise ends.

Rights of data subjects

Rights of data subjects under the GDPR: as a data subject you have various rights under the GDPR, which arise in particular from Art. 15 to 21 GDPR:

• Right to object: you have the right to object at any time, on grounds relating to your particular situation, to the processing of personal data concerning you which is carried out on the basis of Art. 6 (1) lit. e or f GDPR; this also applies to profiling based on those provisions. Where personal data concerning you is processed for direct marketing purposes, you have the right to object at any time to the processing of personal data concerning you for such marketing; this also applies to profiling insofar as it is related to such direct marketing.
• Right to withdraw consent: you have the right to withdraw consent you have given at any time.
• Right of access: you have the right to request confirmation as to whether data concerning you is being processed, and to obtain information about that data as well as further information and a copy of the data in accordance with statutory requirements.
• Right to rectification: in accordance with statutory requirements, you have the right to request the completion of data concerning you or the rectification of inaccurate data concerning you.
• Right to erasure and restriction of processing: in accordance with statutory requirements, you have the right to request that data concerning you be erased without delay, or alternatively, in accordance with statutory requirements, to request restriction of the processing of the data.
• Right to data portability: you have the right to receive data concerning you which you have provided to us in a structured, commonly used and machine-readable format in accordance with statutory requirements, or to request its transmission to another controller.
• Complaint to a supervisory authority: without prejudice to any other administrative or judicial remedy, you have the right to lodge a complaint with a supervisory authority, in particular in the member state of your habitual residence, place of work or the place of the alleged infringement, if you consider that the processing of personal data concerning you infringes the GDPR.

Provision of the online offering and web hosting

We process users' data in order to be able to provide them with our online services. For this purpose we process the user's IP address, which is necessary in order to transmit the content and functions of our online services to the user's browser or device.

• Types of data processed: usage data (e.g. page views and time spent, click paths, intensity and frequency of use, device types and operating systems used, interactions with content and functions); meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved); log data (e.g. log files relating to logins, data retrieval or access times). Content data (e.g. textual or pictorial messages and contributions and the information relating to them, such as details of authorship or time of creation).
• Data subjects: users (e.g. website visitors, users of online services).
• Purposes of processing and legitimate interests: provision of our online offering and user-friendliness; information technology infrastructure (operation and provision of information systems and technical equipment such as computers, servers, etc.). Security measures.
• Retention and erasure: erasure in accordance with the section "General information on data storage and erasure".
• Legal bases: legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR).

Further information on processing operations, procedures and services:

• Provision of the online offering on rented storage space: to provide our online offering we use storage space, computing capacity and software that we rent or otherwise obtain from a corresponding server provider (also known as a "web host"); legal bases: legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR).
• Collection of access data and log files: access to our online offering is logged in the form of so-called "server log files". Server log files may include the address and name of the web pages and files accessed, the date and time of access, the volume of data transferred, notification of successful retrieval, browser type and version, the user's operating system, referrer URL (the previously visited page) and, as a rule, IP addresses and the requesting provider. Server log files may be used for security purposes, e.g. to avoid overloading the servers (in particular in the case of abusive attacks, so-called DDoS attacks), and to ensure server utilisation and stability; legal bases: legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR). Erasure of data: log file information is stored for a maximum of 30 days and then erased or anonymised. Data whose further retention is required for evidentiary purposes is exempt from erasure until the incident in question has been finally clarified.
• Email dispatch and hosting: the web hosting services we use also include the sending, receiving and storage of emails. For these purposes, the addresses of the recipients and senders as well as further information relating to the sending of emails (e.g. the providers involved) and the content of the respective emails are processed. The aforementioned data may also be processed for the purpose of detecting spam. Please note that emails on the internet are generally not sent in encrypted form. As a rule, emails are encrypted in transit, but (unless a so-called end-to-end encryption procedure is used) not on the servers from which they are sent and received. We can therefore accept no responsibility for the transmission path of emails between the sender and receipt on our server; legal bases: legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR).
• Hetzner: services in the field of providing information technology infrastructure and related services (e.g. storage space and/or computing capacity); service provider: Hetzner Online GmbH, Industriestr. 25, 91710 Gunzenhausen, Germany; legal bases: legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR); website: https://www.hetzner.com; privacy policy: https://docs.hetzner.com/de/general/company-and-policy/data-protection-at-hetzner. Data processing agreement: https://docs.hetzner.com/de/general/company-and-policy/data-protection-at-hetzner.

Use of cookies

The term "cookies" refers to functions that store information on users' devices and read information from them. Cookies can be used for a variety of purposes, such as the functionality, security and convenience of online offerings, and to create analyses of visitor flows. We use cookies in accordance with statutory provisions. Where necessary, we obtain users' consent in advance. Where consent is not necessary, we rely on our legitimate interests. This applies where storing and reading information is strictly necessary in order to provide expressly requested content and functions. This includes, for example, storing settings and ensuring the functionality and security of our online offering. Consent can be withdrawn at any time. We provide clear information about its scope and which cookies are used.

Notes on the data protection legal bases: whether we process personal data using cookies depends on consent. Where consent has been given, it serves as the legal basis. Without consent, we rely on our legitimate interests, which are explained above in this section and in the context of the respective services and procedures.

Storage period: with regard to the storage period, the following types of cookies are distinguished:

• Temporary cookies (also: session cookies): temporary cookies are deleted at the latest after a user has left an online offering and closed their device (e.g. browser or mobile application).
• Permanent cookies: permanent cookies remain stored even after the device has been closed. For example, the login status can be saved and preferred content displayed directly when the user visits a website again. Likewise, user data collected with the help of cookies can be used for reach measurement. Unless we provide users with explicit information about the type and storage period of cookies (e.g. when obtaining consent), they should assume that these are permanent and that the storage period can be up to two years.

General information on withdrawal and objection (opt-out): users can withdraw the consent they have given at any time and can also object to processing in accordance with statutory requirements, including by means of the privacy settings of their browser.

• Types of data processed: meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved).
• Data subjects: users (e.g. website visitors, users of online services).
• Legal bases: legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR). Consent (Art. 6 (1) sentence 1 lit. a) GDPR).

Further information on processing operations, procedures and services:

• Processing of cookie data on the basis of consent: we use a consent management solution through which users' consent to the use of cookies, or to the procedures and providers named within the consent management solution, is obtained. This procedure serves to obtain, log, manage and withdraw consent, in particular with regard to the use of cookies and comparable technologies used to store, read and process information on users' devices. As part of this procedure, users' consent is obtained for the use of cookies and the associated processing of information, including the specific processing operations and providers named in the consent management procedure. Users also have the option of managing and withdrawing their consent. The declarations of consent are stored in order to avoid repeating the request and to be able to provide proof of consent in accordance with legal requirements. Storage takes place on the server side and/or in a cookie (a so-called opt-in cookie) or by means of comparable technologies, in order to be able to assign the consent to a specific user or their device. Unless specific information is available about the providers of consent management services, the following general information applies: the consent is stored for up to two years. A pseudonymous user identifier is created and stored together with the time of consent, information on the scope of consent (e.g. the categories of cookies and/or service providers concerned) and information about the browser, system and device used; legal bases: consent (Art. 6 (1) sentence 1 lit. a) GDPR).

Contact and enquiry management

When you contact us (e.g. by post, contact form, email, telephone or via social media) and in the course of existing user and business relationships, the details of the enquiring persons are processed to the extent necessary to answer the contact enquiries and any requested measures.

• Types of data processed: contact data (e.g. postal and email addresses or telephone numbers); content data (e.g. textual or pictorial messages and contributions and the information relating to them, such as details of authorship or time of creation). Meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved).
• Data subjects: communication partners.
• Purposes of processing and legitimate interests: communication; organisational and administrative procedures; feedback (e.g. collecting feedback via an online form). Provision of our online offering and user-friendliness.
• Retention and erasure: erasure in accordance with the section "General information on data storage and erasure".
• Legal bases: legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR). Performance of a contract and pre-contractual enquiries (Art. 6 (1) sentence 1 lit. b) GDPR).

Further information on processing operations, procedures and services:

• Contact and booking form: when you contact us via our contact or booking form, by email or by other means of communication, we process the personal data transmitted to us in order to answer and handle the respective request. This generally includes details such as your name, contact information, the details of the requested ride and, where applicable, further information that is provided to us and is necessary for appropriate handling. We use this data exclusively for the stated purpose of contact and communication; legal bases: performance of a contract and pre-contractual enquiries (Art. 6 (1) sentence 1 lit. b) GDPR), legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR).

Web analytics, monitoring and optimisation

Web analytics (also referred to as "reach measurement") serves to evaluate the visitor flows of our online offering and may include behaviour, interests or demographic information about visitors, such as age or gender, as pseudonymous values. With the help of reach analysis we can, for example, identify at what times our online offering or its functions or content are used most frequently, or invite reuse. It also allows us to understand which areas require optimisation.

In addition to web analytics, we may also use testing procedures, for example to test and optimise different versions of our online offering or its components.

Unless stated otherwise below, profiles — that is, data combined into a usage record — may be created for these purposes, and information may be stored in a browser or on a device and then read out. The information collected includes in particular websites visited and the elements used there, as well as technical information such as the browser used, the computer system used and details of usage times. Where users have consented to the collection of their location data by us or by the providers of the services we use, the processing of location data is also possible.

In addition, users' IP addresses are stored. However, we use an IP masking procedure (i.e. pseudonymisation by shortening the IP address) to protect users. In general, no clear data of users (such as email addresses or names) is stored in the context of web analytics, A/B testing and optimisation; pseudonyms are used instead. This means that neither we nor the providers of the software used know the actual identity of the users, only the details stored in their profiles for the purposes of the respective procedures.

Notes on legal bases: where we ask users for their consent to the use of third-party providers, the legal basis for the data processing is consent. Otherwise, user data is processed on the basis of our legitimate interests (i.e. an interest in efficient, economical and recipient-friendly services). In this context we would also like to refer you to the information on the use of cookies in this privacy policy.

• Types of data processed: usage data (e.g. page views and time spent, click paths, intensity and frequency of use, device types and operating systems used, interactions with content and functions). Meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved).
• Data subjects: users (e.g. website visitors, users of online services).
• Purposes of processing and legitimate interests: reach measurement (e.g. access statistics, recognition of returning visitors); profiles with user-related information (creation of user profiles). Provision of our online offering and user-friendliness.
• Retention and erasure: erasure in accordance with the section "General information on data storage and erasure". Storage of cookies for up to 2 years (unless stated otherwise, cookies and similar storage methods may be stored on users' devices for a period of two years).
• Security measures: IP masking (pseudonymisation of the IP address).
• Legal bases: consent (Art. 6 (1) sentence 1 lit. a) GDPR). Legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR).

Further information on processing operations, procedures and services:

• Google Analytics: we use Google Analytics to measure and analyse the use of our online offering on the basis of a pseudonymous user identification number. This identification number does not contain any unique data such as names or email addresses. It serves to assign analytics information to a device in order to identify which content users have accessed within one or several usage processes, which search terms they used, whether they accessed content again, or how they interacted with our online offering. The time of use and its duration are also stored, as are the sources of users referring to our online offering and technical aspects of their devices and browsers. Pseudonymous profiles of users are created with information from the use of different devices, and cookies may be used for this. Google Analytics does not log or store individual IP addresses for EU users. Analytics does, however, provide coarse geographical location data by deriving the following metadata from IP addresses: city (and the derived latitude and longitude of the city), continent, country, region, subcontinent (and ID-based counterparts). For EU traffic, IP address data is used exclusively for this derivation of geolocation data before being deleted immediately. It is not logged, is not accessible and is not used for any further purposes. When Google Analytics collects measurement data, all IP lookups are carried out on EU-based servers before traffic is forwarded to Analytics servers for processing; service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; legal bases: consent (Art. 6 (1) sentence 1 lit. a) GDPR); website: https://marketingplatform.google.com/intl/de/about/analytics/; security measures: IP masking (pseudonymisation of the IP address); privacy policy: https://business.safety.google/privacy/; data processing agreement: https://business.safety.google/adsprocessorterms/; basis for third-country transfers: Data Privacy Framework (DPF), standard contractual clauses (https://business.safety.google/adsprocessorterms); opt-out option: opt-out plugin: https://tools.google.com/dlpage/gaoptout, ad personalisation settings: https://myadcenter.google.com/personalizationoff. Further information: https://business.safety.google/adsservices/ (types of processing and data processed).
• Google Tag Manager: we use Google Tag Manager, software from Google that allows us to manage so-called website tags centrally via a user interface. Tags are small code elements on our website that serve to record and analyse visitor activity. This technology helps us to improve our website and the content offered on it. Google Tag Manager itself does not create user profiles, does not store cookies with user profiles and does not carry out any independent analyses. Its function is limited to simplifying and streamlining the integration and management of the tools and services we use on our website. Nevertheless, when Google Tag Manager is used, users' IP addresses are transmitted to Google, which is technically necessary in order to implement the services we use. Cookies may also be set in this process. However, this data processing only takes place if services are integrated via the Tag Manager. For more detailed information on these services and their data processing, we refer to the further sections of this privacy policy; service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; legal bases: consent (Art. 6 (1) sentence 1 lit. a) GDPR); website: https://marketingplatform.google.com; privacy policy: https://business.safety.google/privacy/; data processing agreement: https://business.safety.google/adsprocessorterms. Basis for third-country transfers: Data Privacy Framework (DPF), standard contractual clauses (https://business.safety.google/adsprocessorterms).

Online marketing

We process personal data for the purposes of online marketing, which may include in particular the marketing of advertising space or the display of advertising and other content (collectively referred to as "content") based on users' potential interests, as well as measuring their effectiveness.

For these purposes, so-called user profiles are created and stored in a file (a so-called "cookie"), or similar procedures are used by means of which the information about the user relevant for displaying the aforementioned content is stored. This may include, for example, content viewed, websites visited, online networks used, but also communication partners and technical details such as the browser used, the computer system used and information about usage times and functions used. Where users have consented to the collection of their location data, this may also be processed.

Users' IP addresses are also stored. However, we use available IP masking procedures (i.e. pseudonymisation by shortening the IP address) to protect users. In general, no clear data of users (such as email addresses or names) is stored within the online marketing procedure; pseudonyms are used instead. This means that neither we nor the providers of the online marketing procedures know the actual identity of the users, only the details stored in their profiles.

The statements in the profiles are generally stored in cookies or by means of similar procedures. These cookies can later generally also be read on other websites that use the same online marketing procedure, and analysed for the purpose of displaying content, supplemented with further data and stored on the server of the online marketing procedure provider.

By way of exception, it is possible to assign clear data to profiles, primarily where users are members of a social network whose online marketing procedure we use and the network links the user profiles with the aforementioned details. Please note that users may enter into additional agreements with the providers, for example by giving consent during registration.

As a rule, we only receive access to aggregated information about the success of our advertisements. However, within the framework of so-called conversion measurement, we can check which of our online marketing procedures led to a so-called conversion, i.e. for example to a contract being concluded with us. Conversion measurement is used solely to analyse the success of our marketing activities.

Unless stated otherwise, please assume that cookies used are stored for a period of two years.

Notes on legal bases: where we ask users for their consent to the use of third-party providers, the legal basis for the data processing is that permission. Otherwise, users' data is processed on the basis of our legitimate interests (i.e. an interest in efficient, economical and recipient-friendly services). In this context we would also like to refer you to the information on the use of cookies in this privacy policy.

Notes on withdrawal and objection:

We refer to the privacy notices of the respective providers and the objection options (so-called "opt-out") stated for those providers. Where no explicit opt-out option has been stated, you have the option of switching off cookies in your browser settings. However, this may restrict functions of our online offering. We therefore additionally recommend the following opt-out options, which are offered on a regional basis:

a) Europe: https://youronlinechoices.eu/.

b) Canada: https://youradchoices.ca/.

c) USA: https://optout.aboutads.info/.

d) Cross-regional: https://optout.aboutads.info.

• Types of data processed: usage data (e.g. page views and time spent, click paths, intensity and frequency of use, device types and operating systems used, interactions with content and functions). Meta, communication and procedural data (e.g. IP addresses, timestamps, identification numbers, persons involved).
• Data subjects: users (e.g. website visitors, users of online services).
• Purposes of processing and legitimate interests: reach measurement (e.g. access statistics, recognition of returning visitors); tracking (e.g. interest- and behaviour-based profiling, use of cookies); audience building; marketing; profiles with user-related information (creation of user profiles). Conversion measurement (measuring the effectiveness of marketing activities).
• Retention and erasure: erasure in accordance with the section "General information on data storage and erasure". Storage of cookies for up to 2 years (unless stated otherwise, cookies and similar storage methods may be stored on users' devices for a period of two years).
• Security measures: IP masking (pseudonymisation of the IP address).
• Legal bases: consent (Art. 6 (1) sentence 1 lit. a) GDPR). Legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR).

Further information on processing operations, procedures and services:

• Google Ads and conversion measurement: online marketing procedure for the purpose of placing content and advertisements within the service provider's advertising network (e.g. in search results, in videos, on websites, etc.) so that they are shown to users who are presumed to be interested in the advertisements. In addition, we measure the conversion of the advertisements, i.e. whether users took them as an occasion to interact with the advertisements and to use the advertised offerings (so-called conversions). However, we only receive anonymous information and no personal information about individual users; service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; legal bases: consent (Art. 6 (1) sentence 1 lit. a) GDPR), legitimate interests (Art. 6 (1) sentence 1 lit. f) GDPR); website: https://marketingplatform.google.com; privacy policy: https://business.safety.google/privacy/; basis for third-country transfers: Data Privacy Framework (DPF); further information: types of processing and data processed: https://business.safety.google/adsservices/. Data processing terms between controllers and standard contractual clauses for third-country data transfers: https://business.safety.google/adscontrollerterms.

Amendment and updating

We ask you to inform yourself regularly about the content of our privacy policy. We adapt the privacy policy as soon as changes to the data processing we carry out make this necessary. We will inform you as soon as the changes require an action on your part (e.g. consent) or other individual notification.

Where we state addresses and contact information of companies and organisations in this privacy policy, please note that addresses can change over time and we ask you to check the details before making contact.

Definitions of terms

This section provides an overview of the terms used in this privacy policy. Where the terms are defined by law, the statutory definitions apply. The following explanations are primarily intended to aid understanding.

• Employees: employees are persons in an employment relationship, whether as staff, employees or in similar positions. An employment relationship is a legal relationship between an employer and an employee established by an employment contract or agreement. It includes the employer's obligation to pay the employee remuneration while the employee performs their work. The employment relationship comprises various phases, including its establishment, in which the employment contract is concluded, its performance, in which the employee carries out their work, and its termination, when the employment relationship ends, whether by dismissal, termination agreement or otherwise. Employee data is all information relating to these persons in the context of their employment. This includes aspects such as personal identification data, identification numbers, salary and bank details, working hours, holiday entitlements, health data and performance appraisals.
• Master data: master data comprises essential information required for the identification and administration of contractual partners, user accounts, profiles and similar assignments. This data may include personal and demographic details such as names, contact information (addresses, telephone numbers, email addresses), dates of birth and specific identifiers (user IDs). Master data forms the basis for any formal interaction between persons and services, institutions or systems by enabling unambiguous assignment and communication.
• Content data: content data comprises information generated in the course of creating, editing and publishing content of all kinds. This category of data may include texts, images, videos, audio files and other multimedia content published on various platforms and media. Content data is not limited to the actual content but also includes metadata providing information about the content itself, such as tags, descriptions, author information and publication dates.
• Contact data: contact data is essential information that enables communication with persons or organisations. It includes telephone numbers, postal addresses and email addresses, as well as means of communication such as social media handles and instant messaging identifiers.
• Conversion measurement: conversion measurement (also referred to as "visit action evaluation") is a procedure that can be used to determine the effectiveness of marketing activities. For this purpose a cookie is generally stored on users' devices within the websites on which the marketing activities take place, and then read again on the target website. This allows us, for example, to understand whether the advertisements we have placed on other websites were successful.
• Meta, communication and procedural data: meta, communication and procedural data are categories containing information about how data is processed, transmitted and managed. Metadata, also known as data about data, comprises information describing the context, origin and structure of other data. It may include details of file size, creation date, the author of a document and change histories. Communication data records the exchange of information between users via various channels, such as email traffic, call logs, messages in social networks and chat histories, including the persons involved, timestamps and transmission paths. Procedural data describes the processes and workflows within systems or organisations, including workflow documentation, transaction and activity logs, and audit logs used to trace and review operations.
• Usage data: usage data refers to information recording how users interact with digital products, services or platforms. This data comprises a wide range of information showing how users use applications, which functions they prefer, how long they stay on certain pages and which paths they take through an application. Usage data may also include the frequency of use, timestamps of activities, IP addresses, device information and location data. It is particularly valuable for analysing user behaviour, optimising user experiences, personalising content and improving products or services. Usage data also plays a decisive role in identifying trends, preferences and potential problem areas within digital offerings.
• Personal data: "personal data" means any information relating to an identified or identifiable natural person (hereinafter "data subject"); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier (e.g. cookie) or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person.
• Profiles with user-related information: the processing of "profiles with user-related information", or "profiles" for short, comprises any form of automated processing of personal data consisting of the use of that personal data to analyse, evaluate or predict certain personal aspects relating to a natural person (depending on the type of profiling this may include different information concerning demographics, behaviour and interests, such as interaction with websites and their content). Cookies and web beacons are frequently used for profiling purposes.
• Log data: log data is information about events or activities recorded in a system or network. This data typically contains information such as timestamps, IP addresses, user actions, error messages and other details about the use or operation of a system. Log data is often used to analyse system problems, for security monitoring or to create performance reports.
• Reach measurement: reach measurement (also referred to as web analytics) serves to evaluate the visitor flows of an online offering and may cover the behaviour or interests of visitors in certain information, such as website content. With the help of reach analysis, operators of online offerings can, for example, identify at what times users visit their websites and which content they are interested in. This allows them, for example, to better adapt website content to the needs of their visitors. Pseudonymous cookies and web beacons are frequently used for reach analysis purposes in order to recognise returning visitors and thus obtain more precise analyses of the use of an online offering.
• Tracking: "tracking" is when users' behaviour can be traced across several online offerings. As a rule, behavioural and interest information relating to the online offerings used is stored in cookies or on the servers of the providers of the tracking technologies (so-called profiling). This information can subsequently be used, for example, to show users advertisements that are likely to correspond to their interests.
• Controller: "controller" means the natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data.
• Processing: "processing" means any operation or set of operations which is performed on personal data, whether or not by automated means. The term is broad and covers practically any handling of data, whether collection, analysis, storage, transmission or erasure.
• Audience building: audience building (English: "custom audiences") refers to determining target groups for advertising purposes, e.g. the display of advertisements. For example, on the basis of a user's interest in certain products or topics on the internet, it can be inferred that this user is interested in advertisements for similar products or in the online shop in which they viewed the products. "Lookalike audiences" refers in turn to showing content assessed as suitable to users whose profiles or interests presumably correspond to those of the users for whom the profiles were created. Cookies and web beacons are generally used for the purposes of building custom audiences and lookalike audiences.

Created with the free privacy policy generator Datenschutz-Generator.de by Dr. Thomas Schwenke.