D. Advertising Communication (incl. customer satisfaction surveys, market/opinion research)

I. Advertising Communication

CLAAS Sales Company[1], CLAAS KGaA mbH, CLAAS Global Sales GmbH, CLAAS Service and Parts GmbH, CLAAS E-Systems GmbH, CLAAS Financial Services S.A.S., 365FarmNet GmbH, and CLAAS Partners[2] (hereinafter, collectively known in this section as "the Parties", cf. also Part II. of this section) use your data for advertising communication purposes.

This advertising communication includes the CLAAS brands as well as products from third-party suppliers that are sold by CLAAS Group companies or the CLAAS Partner, insofar as these are products that complement the products of the CLAAS brand or support their function (e.g., soil cultivation equipment, fertilization, fertilization technology, sowing technology, crop protection, farm management software). Contact will be made via the channels specified in the declaration of consent (e.g., postal mail, email including newsletters, telephone/messenger services, push notifications, e.g., on websites, apps).

The legal basis for this data processing is your consent, Art. 6(1)(1)(a) GDPR; PIPEDA Sec. 6.1; BC PIPA Part 3, Sec. 6; AB PIPA Div. 2, Sec. 7; Quebec Private Sector Act Div II, Sec. 6; CCPA 1798.100; and VDPCA 59.1-574. You can revoke your consent at any time with future effect; see Section A.VII. The legal basis for advertising communication via postal mail is Art. 6(1)(1)(f) GDPR; PIPEDA Sec. 6.1; BC PIPA Part 3, Sec. 6; AB PIPA Div. 2, Sec. 7; Quebec Private Sector Act Div II, Sec. 6; CCPA 1798.100; and VDPCA 59.1-574.

For this purpose, the parties jointly process the following data:

Personal identification data (e.g., last name, first name, address, CLAAS ID, title and operative function, date of birth)
Contact details (phone number, email address)
Company data (name of the company, address, activities, size of business, fleet information, customer number, business history (e.g., date of purchase or first use of your machine), sales data, information about activities carried out (e.g., customer visits, product demonstrations)
Information and analyses about interests and user behavior (e.g., product interest; customer interest; preferred or selected communication channels; investment or purchase interest; information about purchased/rented products and services used (e.g., test drives; device demos; events; platforms such as CLAAS connect; applications; financing); customer history; sales data; information about opens, clicks, and bounces from newsletters, apps, websites, and social media channels; information that is lawfully obtained about people, for example by means of customer needs and potential analyses, such as possible times when you need a new machine, spare part or service; campaign history/response to direct marketing actions; feedback from customer satisfaction surveys)
Machine data (machine master data, horsepower data, and machine operating data, i.e., such as the serial number and associated attributes such as the manufacturer, product category, model range, product classification, model, machine type, equipment, configuration, hectares worked, number of bales produced, loads performed, operating hours)

This is data that the parties collect together with your marketing consent or for direct marketing purposes, or data that you provide to one of the parties as part of the business relationship, or data that arises from the use of products, services, or operations of the above-mentioned parties. The Parties combine this data to create a user profile about you and assign it to your profile in our database (CRM). The Parties use the data and information thus collected to determine which information and offers are most likely to be of interest to you and to contact you for advertising. The goal is to tailor our advertisements to your interests and to optimize our offers to you.

In individual cases and only after careful consideration, the Parties will contact you for advertising purposes relating to the CLAAS brand (e.g., offer of additional services, promotional introduction to products and services, invitation to events such as product presentations, market and opinion research, customer satisfaction surveys) as well as products from third-party suppliers sold by CLAAS Group companies or by the CLAAS Partner, insofar as these are products that complement the products of the CLAAS brand or support their function (e.g., soil cultivation equipment, fertilization, fertilization technology, sowing technology, crop protection, farm management software), including without marketing consent. The legal basis is Art. 6 (1)(1)(f) GDPR; PIPEDA Sec. 6.1; BC PIPA Part 3, Sec. 6; AB PIPA Div. 2, Sec. 7; Quebec Private Sector Act Div II, Sec. 6; CCPA 1798.100; and VDPCA 59.1-574. The prerequisite for direct marketing based on legitimate interests is that the applicable legal requirements are met and that you have not objected to having your data processed for advertising purposes and that you are aware of your right to object in accordance with Art. 21 GDPR (see also Section A.VII. of this Privacy Statement)

The legal basis for storing technical and specialist documentation and protocol data for the purpose of documenting your consent is Art. 6 (1)(1)(c, f) GDPR; PIPEDA Sec. 6.1; BC PIPA Part 3, Sec. 6; AB PIPA Div. 2, Sec. 7; Quebec Private Sector Act Div II, Sec. 6; CCPA 1798.100; and VDPCA 59.1-574. Advertising communication is usually carried out by service providers (e.g., marketing agencies, lettershops, IT service providers, CRM, messenger service providers) who act as data processors. These include service providers based in third-party countries, including the USA and the UK; see Section A.V. (Transfers to third-party countries).

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