Our Privacy Statement

Outline

We are software engineers so we are excited to provide you with an assortment of information that can have real benefits for cities, businesses and their visitors. However we are also citizens, so we understand the value of personal privacy. Our core principle is that we can respect and protect personal privacy while still providing a valuable understanding of citizens. To do that, we follow three important principles:

  • Limited data collection: We do not attempt associate any information we gather with the owner of the mobile device, others using the mobile device, or any activity the mobile device experiences.
  • Only share aggregate and anonymous information: The reports we construct for our clients only include only aggregate and anonymous data.
  • Easy cancelation: You and your citizens can remove yourselves from database with no questions asked. We will also immediately begin the removal of your phone’s ID from our data servers. Please allow 7 days for us to complete the removal process due to the large data volumes involved.

This privacy statement clarifies how our service works, the information we collect as well as how we use it. If you have further questions, please feel free to contact us at client@analisislocal.com

The information we collect

Data will be collected only if you have a Wi-Fi capable phone and the Wi-Fi is turned on. Each phone emits a unique MAC address that Local Analytic´s routers are able collect along with some information that describes the manufacturer and data that is used to approximate its location in relation to the router. We assess and evaluate visitors trends based on these signals sent from street’s mobile devices.

Local Analytic´s routers collect your phone’s distinctive MAC address, manufacturer code (Apple, Samsung, etc.), and location-approximation data. We then analyze this information in order to provide our clients with valuable reports so they can improve their operations.

How do we collect information

When your mobile device’s Wi-Fi is on, it frequently sends a signal to any close by wireless networks. All phones, tablets, and other mobile devices with active Wi-Fi send these same signals to present themselves to these unknown Wi-Fi networks. These signals sent out come in the form of a unique identifier called a MAC address. This arrangement of numbers and letters is what routers use to identify different mobile devices. (MAC address is different than your telephone number)
More information regarding MAC addresses can be found online or if you would like to contact us we can give you a more in-depth explanation

Local Analytic´s  routers passively detect these MAC addresses and encrypt them, then transmit the data to our collection servers. Since our sensors are located within known spots, we can derive the location of a given MAC address at a specific time, and thus produce useful reports for our clients.

We require that our clients not use the routers for any other purpose in order for us to collect accurate data. Our proprietary software was specially written to limit the sensor’s data collection to only what we need to provide the Local Analytics Services.

If your data is so limited, how is it useful?

Clients with Local Analytics reports can use the information to answer questions such as: How many new visitors did I have today? What about last week? Do more people see my indication displays and attracts them? Answering questions such as these does not require that we know who you are. We only need to be able to identify you from a group. Our value is found in our exclusive algorithms, which help to sort through all the signals that our sensors pick up and filter them in order to identify patterns that are useful to our clients. Local Analytics may expand is records with information it infers from user activity, such as whether a device owner is male or female. Our services will not identify personally identifiable information.

This is how we protect your privacy and provide value to our clients. In truth, we are math geeks. Wifi-enabled phones constantly send out signals. Our value is that in our proprietary algorithms, which can weed through all the signals that our sensors hear and find patterns that are useful to our clients. Most of the information we share is in the form of percentages: “23% of your visitors today were unique first-time” or “42% of the people who entered visited your store for more than 5 minutes”, for example. Local Analytics may augment the records in its database with information it guesses infers from user activity, such as whether a device owner is male or female, income bracket, etc. We do not collect sensitive or personally identifiable information, and as with all data we obtain, it is only revealed to clients in aggregate and anonymous form (e.g. “an estimated 32% of your visitors this month were male”).

With whom do you share information?

We share reports with our clients that contain anonymous, aggregate analysis based on data collected from the client’s router. We even add small quantities of fake data to our reports to prevent data from being linked to any particular person. Clients do not have access to raw data received directly by the sensors, and are contractually prohibited from attempting to re-identify the data in the reports (not that they could anyway).

Local Analytics does not combine data from multiple retail locations into one report EXCEPT when all the locations in question are owned by the same organization (e.g. comparative data from two visitor attractions). The data remains in aggregate form (eg., “32% of people who visited installation x today also visited installation y within the last 30 days”).

We use only respected third party vendors for data exchange and storage that is necessary to provide Local Analytics services. EX. Amazon Web Services

If you have any questions or concers contact us with questions or read more about Amazon’s privacy protection.

How do you store data?

No data is stored on the router. The data is scrambled, then directly transmitted through the router to Amazon’s Web Services.

This means that anyone who gains access to the database directly from Amazon — authorized or unauthorized — will only see long strings of numbers and letters and would not be able to get any information that could be linked to a back to a mobile device owner.

Is there any way to link personal data?

In limited circumstances, yes. If someone already knows both your name and your MAC address, they could potentially legally require that we provide them with information in our database about your mobile device including the locations of the sensors where we recorded your signal. Local Analytics will only do this if it received sufficient and appropriate legal process or to respond to cases of fraud or abuse.

Can I unsubscribe and delete the data you have about my MAC address?

Yes and Yes. You can easily unsubscribe on this page. We will stop saving any information about it in our databases and delete the data we already have associated with it. It may take from a day to a week for the data to be completely flushed out of our systems.

Turning off Wi-Fi on your phone or turning the phone off will stop router collection but you are still advised to visit our site to delete any records we already have. Our goal is to be transparent about the data we collect and how it is used. Please let us know at website privacy policy for information specific to analisislocal.com (which is entirely distinct from our analytics service offering.)

Thanks for reading! –Local Analytics.