Privacy Policy

Hopton Analytics Limited (“Hopton”, “we”, “us”) is a data and analytics consultancy registered in England and Wales, company number 13628534. Registered office: Suite 11c, Platform, New Station Street, Leeds LS1 4JB. We also have an office at 77 Marsh Wall, Canary Wharf, London E14 9SH; our current offices are always listed on our Contact page.

We are the data controller for the personal data described in this policy and are registered with the Information Commissioner’s Office (ICO), registration number ZB302569.

Questions about this policy or your data: hello@hoptonanalytics.com or 0113 512 2300.

Visitors to hoptonanalytics.com; people who contact us, book a free audit or use our website assistant or live chat; people who use our tools (the ROI calculator and the AI Data Readiness Checker) or download our resources; newsletter subscribers; event registrants; job applicants; and business contacts at current, former and prospective client organisations.

Data we process inside client engagements is handled under our contracts with those clients, where we act as a processor on the client’s instructions, and is not covered by this policy.

Information you give us:

• Contact and enquiry forms: name, email address, company, role and your message.
• Free audit bookings: the details above plus the appointment slot you choose.
• The “Ask us anything” assistant (Hopton Lens): the questions you type. Simple queries are matched to our own content in your browser; others are answered by Claude, an AI model provided by Anthropic, which processes your question to generate the answer. Please do not enter confidential, financial or special category information into the assistant.
• Live chat: the messages you send and any contact details you share in the chat, which is operated through Smartsupp. Please do not share confidential or special category information in the chat.
• ROI calculator and AI Data Readiness Checker: the answers you enter, and your email address if you request your results by email.
• Resource downloads and event registrations: name, email address and company.
• Newsletter preferences: your email address and your subscription choice.
• Job applications: your CV and the information you provide when applying for a role with us.

Information collected automatically, governed by your choices in our cookie banner (see the Cookie Policy):

• Usage data: IP address, browser type, pages viewed, referral source and on-page interactions, via Google Analytics and Microsoft Clarity. Clarity produces session replays with form fields masked.
• Company identification: we use Snitcher to identify the organisations, not the individuals, visiting our website, based on IP-related data. Visit data is aggregated at company level, Snitcher hosts its data in the EU, and visitors’ IP addresses are not shared with us.
• Email engagement: when we send you our insights email, MailerLite records whether it was delivered, opened and clicked, so we can stop emailing people who are not reading them.

Information from other sources:

• Publicly available business information, such as a company website or professional profile, used to understand or respond to a business enquiry.

Providing your details is always voluntary; without contact details we simply cannot respond to an enquiry or deliver what you requested.

• Responding to enquiries, website assistant questions, live chat conversations, and providing the free audit: to answer you, run the scoping call and send the written findings. Lawful basis: legitimate interests in responding to a business enquiry, or steps taken at your request before a contract.
• Delivering tools and downloads: to email your calculator or checker results and your requested resources. Lawful basis: legitimate interests in providing what you asked for.
• Following up on a download or tool use: we may contact you once, individually, about the specific resource or result, to see whether we can help. You can tell us to stop at any time. Lawful basis: legitimate interests.
• Our monthly insights email: see section 5.
• Website analytics and improvement: to understand how the site is used and make it better. Lawful basis: your consent, given through the cookie banner.
• Identifying visiting companies: to understand which organisations are interested in our services and to inform our business development. Lawful basis: legitimate interests in business-to-business development, with the associated tracking set only with your consent through the cookie banner.
• Client relationship management and delivery: to run engagements and communicate with client contacts. Lawful basis: performance of a contract and legitimate interests.
• Recruitment: to assess your application. Lawful basis: steps taken at your request before a contract.
• Legal, accounting and security obligations: record keeping, defending claims and securing our systems. Lawful basis: legal obligation and legitimate interests.

Where we rely on legitimate interests we have carried out and documented a Legitimate Interests Assessment, balancing our interests against your rights. You can object at any time (section 8). We do not make solely automated decisions about you that have legal or similarly significant effects.

How you join the list depends on the email address you use:

• Business email addresses: when you submit one of our forms with a business email address, we may add you to our monthly insights list on an opt-out basis, relying on our legitimate interests in business-to-business marketing. The form shows you this at the point you submit it, with a box you can untick there and then, and every email contains a one-click unsubscribe.
• Personal email addresses: we only add personal addresses (such as Gmail or Outlook.com) with your opt-in consent, given by ticking the box on the form.

You can leave the list at any time using the unsubscribe link in any email or by contacting hello@hoptonanalytics.com. We act on unsubscribes and objections promptly, and receiving marketing is never a condition of any download, booking or enquiry.

If you are a sole trader or an unincorporated business, you count as an individual under the marketing rules. If we have added you in error on the business basis, unsubscribe or tell us and we will remove you.

We do not sell your personal data. We share it only with service providers (processors) who help us run the business, under contracts requiring them to protect it:

• MailerLite (email marketing and newsletter delivery)
• Microsoft (Microsoft 365, Microsoft Bookings for scheduling, and Microsoft Clarity for website analytics)
• Google (Google Analytics)
• Snitcher (website visitor company identification)
• Lead Forensics (website visitor company identification)
• Sanity (website content management)
• Vercel (website hosting)
• Smartsupp (live chat)
• Anthropic (Claude, the AI model that generates some website assistant answers)

We also maintain pages on professional and social networks; when you interact with those pages, the network processes your data under its own privacy policy and acts as our joint controller for aggregated page statistics.

We may also share data where the law requires it, to protect our legal rights, or with professional advisers under confidentiality. If we ever sold or restructured the business, data could transfer to the buyer under equivalent protections.

We aim to keep personal data in the UK and the European Economic Area; Snitcher, MailerLite and Sanity host in the EU. Some providers (Vercel, Google, Microsoft and Anthropic) may process data in the United States. Where that happens, transfers are protected by appropriate safeguards: the UK Addendum or International Data Transfer Agreement, EU Standard Contractual Clauses, or an adequacy decision, including the UK and EU extensions to the Data Privacy Framework where the provider is certified.

You can ask us to: give you access to your data; correct it; erase it; restrict how we use it; provide it in a portable format; and stop processing you have objected to. You can withdraw any consent at any time without affecting what was done before. Your right to object to direct marketing is absolute: if you object, we stop.

To exercise any right, contact hello@hoptonanalytics.com. There is normally no fee, we may need to verify your identity, and we respond within one month.

• Enquiries, website assistant questions and live chat conversations that do not become client work: 24 months after our last contact.
• Newsletter list: until you unsubscribe, or after 36 months without any engagement.
• Client and contractual records: 6 years after the engagement ends, in line with legal and accounting requirements.
• Unsuccessful job applications: 6 months after the process closes, unless you ask us to keep your details for future roles.
• Analytics data: the minimum practical retention setting in each tool.

When data is no longer needed we delete or anonymise it.

We operate an information security management system with technical and organisational measures appropriate to the risk, including access controls, encryption in transit and staff confidentiality obligations.

Our website and services are aimed at businesses and are not directed at children. We do not knowingly collect data from anyone under 18.

We would welcome the chance to resolve any concern first: hello@hoptonanalytics.com. You also have the right to complain to a supervisory authority. In the UK this is the Information Commissioner’s Office (ico.org.uk, 0303 123 1113). If you are in Ireland, it is the Data Protection Commission (dataprotection.ie).

We will post changes on this page and update the date at the top. Significant changes to how we use your data will be flagged more prominently.