Background

morphBI understands that your privacy is important to you and that you care about how your personal data is used. We respect and value the privacy of everyone who visits this website, https://morph.bi (“Our Site”) and will only collect and use personal data in ways that are described here, and in a way that is consistent with our obligations and your rights under the law.

Please read this Privacy Policy carefully and ensure that you understand it.

Definitions and Interpretation
In this Policy the following terms shall have the following meanings:
"Account"
means an account required to access and/or use certain areas and features of Our Site;
"Cookie"
means a small text file placed on your computer or device by Our Site when you visit certain parts of Our Site and/or when you use certain features of Our Site. Details of the Cookies used by Our Site are set out in Part 14, below; and
"Cookie Law"
means the relevant parts of the Privacy and Electronic Communications (EC Directive) Regulations 2003.
Information About Us
Our Site is owned and operated by morphsites Ltd T/A morphBI, a limited company registered in England under company number 07116238.
Registered address: The Undercroft, Eaglewood Park, Dillington, Ilminster TA19 9DQ UK.
VAT number: 104903053.
Email address: compliance@morph.bi.
Telephone number: +44 (0) 1460 984284.
What Does This Policy Cover?
This Privacy Policy applies only to your use of Our Site. Our Site may contain links to other websites. Please note that we have no control over how your data is collected, stored, or used by other websites and we advise you to check the privacy policies of any such websites before providing any data to them.
What Is Personal Data?
Personal data is defined by the UK GDPR and the Data Protection Act 2018 (collectively, “the Data Protection Legislation”) as ‘any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier’.
Personal data is, in simpler terms, any information about you that enables you to be identified. Personal data covers obvious information such as your name and contact details, but it also covers less obvious information such as identification numbers, electronic location data, and other online identifiers.
What Are My Rights?
Under the Data Protection Legislation, you have the following rights, which we will always work to uphold:
1. The right to be informed about our collection and use of your personal data. This Privacy Policy should tell you everything you need to know, but you can always contact us to find out more or to ask any questions using the details in Part 2.
2. The right to access the personal data we hold about you. Part 13 will tell you how to do this.
3. The right to have your personal data rectified if any of your personal data held by us is inaccurate or incomplete. Please contact us using the details in Part 2 to find out more.
4. The right to be forgotten, i.e. the right to ask us to delete or otherwise dispose of any of your personal data that we hold. Please contact us using the details in Part 2 to find out more.
5. The right to restrict (i.e. prevent) the processing of your personal data.
6. The right to object to us using your personal data for a particular purpose or purposes.
7. The right to withdraw consent. This means that, if we are relying on your consent as the legal basis for using your personal data, you are free to withdraw that consent at any time.
8. The right to data portability. This means that, if you have provided personal data to us directly, we are using it with your consent or for the performance of a contract, and that data is processed using automated means, you can ask us for a copy of that personal data to re-use with another service or business in many cases.
9. Rights relating to automated decision-making and profiling. We do not use your personal data in this way.
For more information about our use of your personal data or exercising your rights as outlined above, please contact us using the details provided in Part 2.
It is important that your personal data is kept accurate and up-to-date. If any of the personal data we hold about you changes, please keep us informed as long as we have that data.
Further information about your rights can also be obtained from the Information Commissioner’s Office or your local Citizens Advice Bureau.
If you have any cause for complaint about our use of your personal data, you have the right to lodge a complaint with the Information Commissioner’s Office. We would welcome the opportunity to resolve your concerns ourselves, however, so please contact us first, using the details in Part 2.

What Data Do You Collect and How?

Depending upon your use of Our Site, we may collect and hold some or all of the personal and non-personal data set out in the table below, using the methods also set out in the table. Please also see Part 14 for more information about our use of Cookies and similar technologies. We do not collect any ‘special category’ or ‘sensitive’ personal data or personal data relating to children or data relating to criminal convictions and/or offences.

Data Collected	How We Collect the Data
Identity Information including Your name, email address and phone number.	If you complete an enquiry form and provide this data to us, or if you have entered into a contract to use morphBI as a service via the login facility..
Contact information including email address and telephone number.	If you complete an enquiry form and provide this data to us, or if you have entered into a contract to use morphBI as a service via the login facility..
Business information including business name, registration numbers and postal address.	If you complete an enquiry form and provide this data to us, or if you have entered into a contract to use morphBI as a service via the login facility..
Payment information including bank account number and sort code, or the last 4 digits only of a payment card.	If you have entered into a contract to use morphBI as a service via the login facility..
Technical information including IP address, browser type & version, operating system and any referring web address.	Gathered automatically when you enter and use our website.

Our website contains chat software that enables visitors to communicate with us live online or offline by email. In some cases, visitors can communicate with us without becoming a member or buying our services. When you use this chat software, we may collect some or all of the following information: your email address; first name; last name; location, and any other information you willingly choose to provide to us.

How Do You Use My Personal Data?

Under the Data Protection Legislation, we must always have a lawful basis for using personal data. The following table describes how we may use your personal data, and our lawful bases for doing so:

What We Do	What Data We Use	Our Lawful Basis
Registering you on Our Site.	Name, email, phone, address.	Contract.
Providing and managing your Account.	Name, email, phone, address.	Contract.
Providing and managing your access to Our Site.	Name, email, phone, address.	Contract.
Personalising and tailoring your experience on Our Site	Your preferences as set by you, or as determined through usage analytics.	Consent.
Administering Our Site.	Name, email, phone, address.	Contract.
Supplying our products or services to you.	Name, email, phone, address.	Contract.
Managing payments for our products or services.	Payment information including: last four digits of card number; bank sort code and account number; bank account name; name; address; email.	Contract.
Personalising and tailoring our products or services for you.	Your preferences as set by you, or as determined through usage analytics.	Consent.
Communicating with you.	Name, email, phone, address.	Contract.
Supplying you with information by email or post that you have opted-in-to (you may opt-out at any time)	Name, email, address.	Consent.

With your permission and/or where permitted by law, we may also use your personal data for marketing purposes, which may include contacting you by email, telephone, or post with information, news, and offers on our services. You will not be sent any unlawful marketing or spam. We will always work to fully protect your rights and comply with our obligations under the Data Protection Legislation and the Privacy and Electronic Communications (EC Directive) Regulations 2003, and you will always have the opportunity to opt-out. We will always obtain your express opt-in consent before sharing your personal data with third parties for marketing purposes and you will be able to opt-out at any time.

We will only use your personal data for the purpose(s) for which it was originally collected unless we reasonably believe that another purpose is compatible with that or those original purpose(s) and need to use your personal data for that purpose. If we do use your personal data in this way and you wish us to explain how the new purpose is compatible with the original, please contact us using the details in Part 2.

If we need to use your personal data for a purpose that is unrelated to, or incompatible with, the purpose(s) for which it was originally collected, we will inform you and explain the legal basis which allows us to do so.

In some circumstances, where permitted or required by law, we may process your personal data without your knowledge or consent. This will only be done within the bounds of the Data Protection Legislation and your legal rights.

How Long Will You Keep My Personal Data?

We will not keep your personal data for any longer than is necessary in light of the reason(s) for which it was first collected. Your personal data will therefore be kept for the following periods (or, where there is no fixed period, the following factors will be used to determine how long it is kept):

Type of Data	How Long [We] OR [I] Keep It
Identity Information including Name, title, date of birth, gender.	For the duration of your use of Our Site. After your use of Our Site ends, your name may remain in our database of previous customers unless you request it be deleted.
Contact information including address, email address, phone number.	For the duration of your use of Our Site. After your use of Our Site ends, your contact information may remain in our database of previous customers unless you request it be deleted.
Business information including business name, job title, profession.	For the duration of your use of Our Site. After your use of Our Site ends, your business information may remain in our database of previous customers unless you request it be deleted.
Payment information including card details, bank account numbers.	For the duration of your use of Our Site. Deleted if you cancel your membership and cease using Our Site.
Profile information including preferences and interests, username and password, purchase history.	For the duration of your use of Our Site. Username and password may be retained in our database to facilitate re-enabling your membership at a future date, unlese you request it be deleted.
Technical information including IP address, browser type and version, operating system.	only for so long as reasonably required for logging purposes, and normally no longer than one year.

How and Where Do You Store or Transfer My Personal Data?
We will store some of your personal data in the UK. This means that it will be fully protected under the Data Protection Legislation.
We will store some of your personal data within the European Economic Area (the “EEA”). The EEA consists of all EU member states, plus Norway, Iceland, and Liechtenstein. This means that your personal data will be fully protected under the EU GDPR and/or to equivalent standards by law. Transfers of personal data to the EEA from the UK are permitted without additional safeguards.
We may store some or all of your personal data in countries outside of the UK. These are known as “third countries”. We will take additional steps in order to ensure that your personal data is treated just as safely and securely as it would be within the UK and under the Data Protection Legislation as follows:
We will use specific approved contracts which ensure the same levels of personal data protection that apply under the Data Protection Legislation. For further information, please refer to the Information Commissioner’s Office.
Please contact us using the details in Part 2 for further information about the particular data protection safeguards used by us when transferring your personal data to a third country.
The security of your personal data is essential to us, and to protect your data, we take a number of important measures, including the following:
- limiting access to your personal data to those employees, agents, contractors, and other third parties with a legitimate need to know and ensuring that they are subject to duties of confidentiality; and
- procedures for dealing with data breaches (the accidental or unlawful destruction, loss, alteration, unauthorised disclosure of, or access to, your personal data) including notifying you and/or the Information Commissioner’s Office where we are legally required to do so.

Do You Share My Personal Data?

We will not share any of your personal data with any third parties for any purposes, subject to the following exceptions.

If we sell, transfer, or merge parts of our business or assets, your personal data may be transferred to a third party. Any new owner of our business may continue to use your personal data in the same way(s) that we have used it, as specified in this Privacy Policy.

In some limited circumstances, we may be legally required to share certain personal data, which might include yours, if we are involved in legal proceedings or complying with legal obligations, a court order, or the instructions of a government authority.

We may sometimes contract with the following third parties to supply certain services.

Recipient	Activity Carried Out	Sector	Location
Amazon Web Services as data processor.	Data storage and hosting.	Data Warehousing and Web Hosting.	USA; UK; Ireland.
Twilio as data processor.	Call routing	Telecommunications	USA; UK; Ireland
AssemblyAI as data processor.	Call transcription	Artificial Intelligence & Machine Learning	USA
Icon Digital as data processor.	Data analytics	Business Intelligence	USA

If any of your personal data is shared with a third party, as described above, we will take steps to ensure that your personal data is handled safely, securely, and in accordance with your rights, our obligations, and the third party’s obligations under the law, as described above in Part 9.

If any personal data is transferred outside of the UK, we will take suitable steps in order to ensure that your personal data is treated just as safely and securely as it would be within the UK and under the Data Protection Legislation, as explained above in Part 9.

How Can I Control My Personal Data?
- In addition to your rights under the Data Protection Legislation, set out in Part 5, when you submit personal data via Our Site, you may be given options to restrict our use of your personal data. In particular, we aim to give you strong controls on our use of your data for direct marketing purposes (including the ability to opt-out of receiving emails from us which you may do by unsubscribing using the links provided in our emails.)
- You may also wish to sign up to one or more of the preference services operating in the UK: The Telephone Preference Service (“the TPS”), the Corporate Telephone Preference Service (“the CTPS”), and the Mailing Preference Service (“the MPS”). These may help to prevent you receiving unsolicited marketing. Please note, however, that these services will not prevent you from receiving marketing communications that you have consented to receiving.
Can I Withhold Information?
You may access certain areas of Our Site without providing any personal data at all. However, to use all features and functions available on Our Site you may be required to submit or allow for the collection of certain data.
You may restrict our use of Cookies. For more information, see Part 14
How Can I Access My Personal Data?
If you want to know what personal data we have about you, you can ask us for details of that personal data and for a copy of it (where any such personal data is held). This is known as a “subject access request”.
All subject access requests should be made in writing and sent to the email or postal addresses shown in Part 2.
There is not normally any charge for a subject access request. If your request is ‘manifestly unfounded or excessive’ (for example, if you make repetitive requests) a fee may be charged to cover our administrative costs in responding.
We will respond to your subject access request within two weeks and, in any case, not more than one month of receiving it. Normally, we aim to provide a complete response, including a copy of your personal data within that time. In some cases, however, particularly if your request is more complex, more time may be required up to a maximum of three months from the date we receive your request. You will be kept fully informed of our progress.
Our Use of Cookies
Our Site uses cookies. A cookie is a small piece of data or a text file that is downloaded to your computer or mobile device when you access certain websites. Cookies may contain text that can be read by the web server that delivered the cookie to you. The text contained in the cookie generally consists of a sequence of letters and numbers that uniquely identifies your computer or mobile device; it may contain other information as well.
By agreeing to accept our use of cookies, you are giving us, and third parties we partner with, permission to place, store, and access some or all of the cookies described below on your computer
Strictly Necessary Cookies
These cookies are necessary for proper functioning of the website, such as displaying content, logging in, validating your session, responding to your request for services, and other functions. Most web browsers can be set to disable the use of cookies. However, if you disable these cookies, you may not be able to access features on Our Site correctly or at all.
Functional Cookies
These cookies enable Our Site to remember a user’s choices – such as their language, user name, and other personal choices – while using Our Site. They can also be used to deliver services, such as letting a user make a blog post, listen to audio, or watch videos on the website.
Media Cookies
These cookies can be used to improve a website’s performance and provide special features and content. They can be placed by third parties who provide services to us or by us directly.
Advertising or Targeting Cookies
These cookies are usually placed and used by advertising companies to develop a profile of your browsing interests and serve advertisements on other websites that are related to your interests. You will see less advertising if you disable these cookies.
Session Cookies
These cookies allow websites to link the actions of a user during a browsing session. They may be used for a variety of purposes, such as remembering what a user has put in their shopping cart as they browse a website. Session cookies also permit users to be recognised as they navigate a website to that any item or page changes they make are remembered from page to page. Session cookies expire after a browser session; thus they are not stored long term.
Persistent Cookies
These cookies are stored on a user’s device in between browser sessions, which allows the user’s preferences or actions across a site (or, in some cases, across different sites) to be remembered. Persistent cookies may be used for a variety of purposes, including remembering users’ choices and preferences when using a website or to target advertising to them.
We may also use cookies for:
- identifying the areas of Our Sites that you have visited;
- personalising content that you see on Our Site;
- website analytics;
- remarketing our services to you;
- remembering your preferences, settings and login details;
- targeted advertising and serving ads relevant to your interests;
- affiliate marketing;
- allowing you to post comments; and,
- allowing you to share content with social networks.
Web Beacons
We may also use a technology called web beacons to collect general information about your use of Our Site and your use of special promotions or newsletters. The information we collect by web beacons allows us to statistically monitor the number of people who open our emails. Web beacons also help us to understand the behaviour of our customers, members, and visitors.
Google Analytics Privacy Policy
Our Site uses Google Analytics to collect information about the use of Our Site. Google Analytics collects information from users such as age, gender, interests, demographics, how often they visit Our Site, what pages they visit, and what other websites they have used before coming to Our Site. We use the information we get from Google Analytics to analyse traffic, remarket our services to users, improve our marketing, advertising, and to improve Our Site. We have enabled Google Analytics advertising features, such as remarketing with Google Analytics, Google Display Network Impression Reporting, and Google Analytic Demographics and Interest Reporting. Google Analytics collects only the IP address assigned to you on the date you visit Our Site, not your name or other identifying information. We do not combine the information collected using Google Analytics with your personal data. Although Google Analytics plants a permanent cookie on your web browser to identify you as a unique user the next time you visit Our Site, the cookie cannot be used by anyone but Google. Google also uses specific identifiers to help collect information about the use of Our Site. For more information on how Google collects and processes you data visit https://www.google.com/policies/privacy/partners/ You can prevent Google Analytics from using your information by opting out at this link: https://tools.google.com/dlpage/gaoptout
Google Remarketing
Why am I seeing ads by Google for products I’ve viewed? Our Site may from time to time use a remarketing advertising service. Our remarketing service is provided by Google and other companies that show ads on websites across the Internet. With remarketing you may see ads for products and services you have previously looked at. As an example, suppose you visit a website that sells computers, but you do not buy a computer on your first visit to that website. The website’s owner might like to encourage you to revisit his/her site and buy a computer by showing you his/her ads again on other websites that you visit. We may use remarketing for similar purposes. For this to happen, Google will read a cookie that is already in your browser, or they will place a cookie in your browser when you visit Our Site or other sites using remarketing. You can opt out of Google’s use of cookies and remarketing at this link: https://support.google.com/ads/answer/2662922 or you can opt out using the Network Advertising Initiative opt out page at: https://optout.networkadvertising.org/#!/
Facebook/Meta Remarketing
Third parties, including Facebook (Meta), may use cookies, web beacons, and other storage technologies to collect or receive information from our website and elsewhere on the Internet, and use that information to provide measurement services and targeted ads. With Facebook remarketing you may see our ads on Facebook after you have visited Our Site. For this to happen, Facebook uses a Custom Audience Pixel that is activated when a visitor lands on a webpage and a unique cookie is placed in their browser. Facebook lookalike audience targeting allows us to show ads on Facebook to people who are similar to those who have already visited Our Site. To opt out of Facebook’s collection and use of information for ad targeting visit: https://www.facebook.com/help/568137493302217
AdRoll Marketing
We may from time to time install an AdRoll pixel on Our Site. This along with AdRoll’s third-party cookies, allows AdRoll to collect data and provide targeted advertising, specifically retargeting advertising, on other sites or applications, depending on your online activity. You may opt out of receiving targeted advertisements from AdRoll by visiting the NAI website opt-out page here: https://www.networkadvertising.org/choices/ or the DAA opt-out page here: https://www.aboutads.info/ or, for EU users, the EDAA opt-out page here: https://youronlinechoices.eu/
How Do I Contact You?
To contact us about anything to do with your personal data and data protection, including to make a subject access request, please use the details in Part 2.
Changes to this Privacy Policy
We may change this Privacy Policy from time to time. This may be necessary, for example, if the law changes, or if we change our business in a way that affects personal data protection.
Any changes will be immediately posted on Our Site and you will be deemed to have accepted the terms of the Privacy Policy on your first use of Our Site following the alterations. We recommend that you check this page regularly to keep up-to-date. This Privacy Policy was last updated on 24 August 2023.