‘Legitimate interest’: the legal basis for using CANDDi

If you’re running CANDDi on your website, we recommend you use ‘legitimate interest’ as the legal basis for processing website visitor data through our service. You can read more about why ‘legitimate interest’ is an appropriate legal basis for web analytics tools here.

If you’re using ‘legitimate interest,’ the first thing you need to do is define whose data you have a legitimate interest to process. At CANDDi for example, we sell to sales directors, marketing directors, and senior management in businesses.

Then you need to perform an audit on the data you hold. We’ve done an audit of our entire CRM, with the help of a service called Contact Enhance that allowed us to verify things like each person’s current role and whether they were still with the company we had them listed under. Click here to read more about our CRM audit.

At CANDDi, we have a legitimate interest in being able to communicate with people to sell our product. Potential customers of ours should want to be marketed to, as they need to know about the best products out there that help keep them competitive as a business. So, there’s legitimate interest on both sides.

Then there are the people who come to our website. We’re a B2B company, so it’s reasonable for visitors to expect they’re being tracked, and people are unlikely to repeatedly access the site accidentally – if they visit, they’re interested in the product. We’ll be very transparent on the website about the tracking we do and the cookies we store on visitors’ computers, but we have a legitimate interest to track our site’s visitors. When we can match that information with other data, it simply enhances the relationship we can have with those visitors.

We do not use any tracking data to build profiles or do any automated decision-making. The whole point of CANDDi is about helping humans be more effective salespeople not helping machines to more with automation.

If you’re using legitimate interest to use CANDDi, first you’ll need to define what is ‘legitimate.’ this will vary depending on your business. Then you need to perform an audit on the data you hold. Read about CANDDi’s data audit here.