AB Analytics : Web Analytics and Optimisation

Privacy Policy

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About this website

To improve customer experience and allow customised content to be displayed this website uses 'cookies' and tracks visitor activity anonymously. Using the website means that you agree to help us make it better. This is accomplished by analysing site browsing patterns to finding out what content works. There is always the option to 'opt-out' at any time either by voting with your feet, or by using the tools provided below.  For full details on website usage, see terms and conditions

How does anonymous measurement actually work?

This means that no Personally Identifiable Information (PII) about individual visitors will be collected and stored.  Aggregated data is used instead and sent to carefully selected providers of measurement technology.

Why are cookies important?

Cookies are small text files stored on a computer that share basic information between an internet browser and the website server providing the pages being viewed by a visitor.  This approach is commonly used across this internet and rest assured no one is spying on you or your computer activity.  Instead this enables us to provide a more tailored experience the next time you visit so that hopefully you'll come back more often.

What measure technology providers does this website use?

Our business background means that this website is often used to try out new technologies for web analytics, site optimisation and customer experience measurement.  Frequent changes to technology providers mean that listing out each company that is temporarily used is probably impractical and not much use to the general public.   Having said that, here is a list of technology platforms that are currently in use: [last updated: 25/04/2013]


CompanyTracking TypeOpt Out
Google Analytics*1st Party CookieBrowser Plugin
Crazy Egg1st Party Cookie
Browser Settings
HotjarVarious CookiesIn Vendor Product Roadmap

*Anonymous IP rules have been implemented to hide information that could potentially identify an individual visitor.  For more details see below

When is it okay to collection Personally Identifiable Information (PII)?

This website makes every effort to ensure visitors remain anonymous and carefully implements measurement technologies so that this continues.  However, in some cases it is a good thing to collect personally identifiable data.  For example, when visitors' want to contact us to use the professional services and complete an enquiry form.  Common sense dictates that, it is helpful to collect contact details so that we can respond to the request.  It is comforting also to know that the details shared will also not be used for marketing purposes or unsolicited emails.

What about my IP address?

An Internet Protocol (IP) address is the numerical label given to a device that is used to access web content (e.g. computer, mobile, printer, etc).  An IP address looks like a series of numbers and dots: 123.45.678.90  

In some countries, an IP address is deemed to fall into the category of Personally Identifiable Information (PII).  For this  reason, an additional safe guard has been added to this site in order for it to comply with EU law.  

The last numerical digits (octet) of an IP address will be removed before storage making it impossible for an individual to be identified.  This has a detrimental impact on the quality of some web analytics reports but, remains in place for the assurance of privacy.

Additional information

A wonderful thing happened on 26th May 2012 - The new European Directive governing e-Privacy within EU member states came into force.  The legislation attempts to stop online companies collecting personally identifiable information without the consent of the individual.  This is a really good initiative to help build trust and enforce transparency online. Since every EU member state has a slightly different interpretation of the law, it is not the intention of this privacy policy to provide a comprehensive overview but, instead provide additional resources for further investigation:

Read the e-Privacy law: European Directive 2002/58/EC
Download practical advice from the UK governing body: Guidance from ICO