II. Marketing
1. Advertising and marketing measures including advertising communication, market research, opinion research, customer satisfaction surveys
CLAAS Sales Company uses your data for the purposes of advertising and marketing measures including promotional communication (e.g. market and public opinion research, customer satisfaction surveys).
Marketing communication encompasses the CLAAS brand as well as products from third-party providers sold by the companies of the CLAAS Group insofar as these are products which complement the products of the CLAAS brand or support them in their function (e.g. tillage equipment, fertilisation, application equipment, precision sowing technology, spraying, farm management software). Contact is made via the channels specified in the declaration of consent (e.g. post, email including newsletters, telephone/messenger services, push notifications, e.g. on websites, apps). If you consent to the transmission of promotional push messages for websites or apps, we will send you push messages from the following apps: claas.com, connect.claas.com, CLAAS connect App.
The legal base for this data processing is your consent, Art. 6(1) 1 a GDPR.
You may withdraw your consent at any time with effect for the future, see contact details of the companies in section A.VI or B II.
CLAAS Sales Company also collects your data obtained via the website on behalf of CLAAS Global Sales GmbH1, CLAAS Service and Parts GmbH2 and CLAAS KGaA mbH3 and passes the data on to them for the purpose of advertising and marketing measures, including promotional communication (e.g. advertising contact via the channels you have chosen, market and opinion research, customer satisfaction surveys). The legal base is your consent, Art. 6 (1) 1 a GDPR.
You may withdraw your consent at any time with effect for the future, see contact details of the companies in section A.VI or B II.
These process the data as separately responsible entities. It is planned that in future the Parties will cooperate even more together on the processing of their data in this context.
For this purpose, the Parties jointly process the following data:
- Personal identification data (e.g. surname, 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 behaviour (e.g. interest in products, customer interest, preferred or selected communication channels, investment or purchase interest, information on purchased or rented products and services used (e.g. test drives, machine demonstrations, events, platforms such as CLAAS Connect, apps, financing), customer history, sales data, information about opens, clicks and bounces from newsletters, apps, websites and social media channels, information which is legitimately obtained about people, for example using customer needs and potential analyses, such as when you may potentially need a new machine, spare part or service, marketing history and response to direct marketing measures, 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 which the parties jointly collect with your consent to receiving marketing materials or for the purpose of direct marketing, data which you provide to one of the parties within the context of the business relationship and data which results from the use of products, services or benefits 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. The parties use the data and information obtained in this way to determine which information and offers are most likely of interest to you and to contact you for marketing purposes. The aim is to tailor our contact for promotional purposes to your interests and optimise our offers for you. With regard to their cooperation, the parties have agreed in particular who will discharge which obligations under the GDPR. This concerns in particular the exercise of your rights and the fulfilment of the obligation to provide information pursuant to Articles13 and 14 GDPR. As a rule, you can contact the party that collects the data in question about your data subject rights. Where cooperation on the part of CLAAS KGaA mbH as the operator of the basic system architecture is required for the fulfilment of the data subject’s rights – in particular with regard to the enforcement of requests for erasure and the right to data portability – CLAAS KGaA mbH will work together with the other parties to implement the corresponding data subject's rights.
In individual cases and only after careful consideration, the parties will contact you for marketing purposes relating to the CLAAS brand (e.g. offer of additional services, contact for promotional purposes and services, invitation to events such as product presentations, market and opinion research, customer satisfaction surveys) as well as products from third-party providers sold by the companies of the CLAAS Group or the CLAAS Partner, insofar as these are products which complement the products of the CLAAS brand or support them in their function (e.g. tillage equipment, fertilisation, application equipment, precision sowing technology, spraying, farm management software), even without consent to receiving marketing materials. The legal base is Art. 6(1) 1 f GDPR. A prerequisite for direct marketing based on legitimate interests is that the applicable legal requirements are met, that you are aware of the processing of your data for the purpose of marketing and that you are aware of your right to object in accordance with Art. 21 GDPR (see also Part A.VI. of this data protection information) and have not objected.
The legal base for the storage of technical and professional documentation and log data for the purpose of documenting your consent is Article 6(1) 1 points c and f GDPR. The marketing communication is usually distributed by service providers (e.g. marketing agencies, lettershops, IT service providers, CRM, messenger service providers) who act as processors. These may also include service providers based in a third country, including the USA, UK; see Part A.IV. (transfer to third countries).