Heartland-USA Privacy Policy

This Privacy Policy applies to the processing of personal information by Heartland of:

• visitors and users of the various Heartland sites, including our websites, computer or mobile software applications and our social media pages that link to this Privacy Policy (collectively referred to as the “sites”);
• attendees of Heartland events;
• customers and prospective customers and their representatives; and
• suppliers and business partners and their representatives.

When interacting with our websites, you also can link or connect with non-Heartland websites, services, social networks, applications or other features. Enabling these features will lead to other parties than Heartland processing information about you. Heartland does not have any control over these features of other parties. We encourage you to review the privacy policies of these parties before using these features.

Heartland and its affiliated entities are responsible for processing your personal information described in this Privacy Policy. Heartland can process information about you collected both offline and online.

• Offline information about you originates from our interactions with you during in-person meetings or at Heartland events, conferences, workshops, or gatherings.
• Online information about you originates from your activities on our sites, for example, in relation with your Heartland accounts, (pre-)sales inquiries or subscriptions, or from your interactions with Heartland via electronic communication tools such as email or telephone. Information about you may also be provided by third party sources, such as data aggregators who may not have a relationship with you.

Online information about you may also originate from the use of cookies and similar technologies (for example, pixel tags and device identifiers) on our sites or sites of third parties.

Specific pieces of information about you that Heartland may be collect and process includes:

• name and physical address, email addresses, and telephone numbers;
• demographic attributes, when tied to personal information that identifies you;
• photographs and testimonials;
• transactional data, including products and services ordered, financial details and payment methods;
• company data such as the name, size and location of the company you work for and your role within the company;
• data from surveys and publicly available information, such as social media posts;
• call recording and chat transcript data from Sales and customer support calls and live chat sessions;
• unique IDs such as your mobile device identifier or cookie ID on your browser;
• IP address and information that may be derived from IP address, such as geographic location;
• information about a device you use, such as browser, device type, operating system, the presence or use of “apps”, screen resolution, and the preferred language; and
• behavioral data of the internet connected computer or device you use when interacting with the sites, such as advertisements clicked or viewed, sites and content areas, date and time of activities or the web search used to locate and navigate to a site.

Heartland does not control the content that you may post to Heartland forums or social networks; in some cases, such content may be publicly available on the Internet. Please carefully consider whether you wish to submit personal information to these forums or social networks and whether you wish to make your profile available to other users, and you should tailor any content you may submit accordingly.

We may use personal information for the following business purposes:

• to communicate and respond to your requests and inquiries to Heartland;
• to deliver functionality on our sites and for their technical and functional management;
• to engage in transactions with customers, suppliers and business partners and to process orders for Heartland products and services;
• to analyze, develop, improve and optimize the use, function and performance of our sites and products and services;
• to manage the security of our sites, networks and systems; and
• to comply with applicable laws and regulations and to operate our business.
• to communicate and respond to your requests and inquiries to Heartland;
• to deliver functionality on our sites and for their technical and functional management;
• to engage in transactions with customers, suppliers and business partners and to process orders for Heartland products and services;
• to analyze, develop, improve and optimize the use, function and performance of our sites and products and services;
• to manage the security of our sites, networks and systems; and
• to comply with applicable laws and regulations and to operate our business.

We may use personal information for the following commercial purposes to provide requested products and services to you and other Heartland customers, and to market our products and services or related products and services, and to tailor our marketing and sales activities to your or your company’s interests. These purposes are described below in further detail.

• To communicate and respond to your requests and inquiries to Heartland. If you get in touch with us (such as by submitting contact forms on our sites, attending Heartland events or other occasions, sending an email or by visiting social media platforms), we process information about you to communicate with you and to respond to your requests or other inquiries. We can also process personal information to interact with you on third party social networks.
• To deliver functionality on our sites and for their technical and functional management. When you choose to register with us we need to process the personal information provided by you so that we can create and manage a personal account for you. Upon creating your account, we will send you your personal login information. This personal information enables us to administer your account, for example by changing your password for you.
• To engage in transactions with customers, suppliers and business partners and to process purchases of our products and services. If you place an order for our products and services, or if you provide services to Heartland, our employees, customers or partners as a supplier or business partner, Heartland processes information about you to engage in and administer the relevant transactions (such as by sending invoices and making payments), administer your order, and help you get started and adopt our products and services. If you download products or services from our sites, Heartland uses information about you to confirm certain information about your order (e.g., successful download process).
• To analyze, develop, improve and optimize the use, function and performance of our sites and products and services. We may process personal information in order to analyze, develop, improve and optimize the use, function and performance of our sites and products and services, including for quality assurance and training purposes, as well as for marketing and sales campaigns. In case the sites permit you to participate in interactive discussions, create a profile, post comments, opportunities or other content, or communicate directly with another user or otherwise engage in networking activities, Heartland may process personal information when moderating these activities.
• To manage the security of our sites, networks and systems. We may collect site use data for security and operations management to help keep our sites, networks and systems secure, or to investigate and prevent potential fraud, including ad fraud and cyber-attacks and to detect bots.
• To comply with applicable laws and regulations and to operate our business. In some cases, we have to process personal information to comply with applicable laws and regulations. For example, to respond to a request from a regulator or to defend a legal claim. We may also process personal information in the performance and operation of our business, such as to conduct internal audits and investigations or for finance and accounting and archiving and insurance purposes.
• To market our products and services or related products and services and to tailor marketing and sales activities. Heartland may use information about you to notify you about new product releases and service developments, events, alerts, updates, prices, terms, special offers and associated campaigns and promotions (including via newsletters). Heartland may also use personal information to advertise Heartland’s products and services or related products and services, and also to have our distributors, resellers or partners notify you about our products or services or their related products or services (such as via joint sales or product promotions). We do our best to tailor your website visit, marketing experience and our communications to your expressed interests.

If you attend an event, Heartland may process information about you gathered in relation to the event and can share information about your attendance with your company. Heartland may also permit designated event partners or conference sponsors to send you up to two communications related to your event attendance. Please note that our partners or conference sponsors may directly request information about you at their conference booths or presentations, and their use of your information that you provide to them will be subject to their privacy policies.

We may also process your personal information to post testimonials on our sites but will first obtain your consent to use your name and testimonial.

For personal information collected about you in the EU, our basis for processing is the following:

• To communicate adequately with you and to respond to your requests, we need to process information about you and therefore have a legitimate interest in processing this information.
• In order to engage in transactions with customers, suppliers and business partners, and to process purchases and downloads of our products and services, we need to process information about you as necessary to enter into or perform a contract with you.
• We process personal information for marketing and sales activities based on your consent where so indicated on our sites at the time your personal information was collected, or further to our legitimate interest to market and promote our products and services.
• We rely on our legitimate interest to analyze, develop, improve and optimize our sites, products and services, and to maintain the security of our sites, networks and systems.
• To comply with applicable laws and regulations, such as to comply with a subpoena or other legal process, or to process an opt-out request.

We will only keep Personal Information as long as necessary for the fulfillment of the purposes outlined in this Privacy Notice, except if otherwise required by applicable laws or legal orders. Heartland currently maintains personal information for the following retention periods:

• Information about you we collect to engage in transactions with our customers, suppliers and business partners, and to process purchases of our products and services, will be retained for the duration of the transaction or services period, or longer as necessary for record retention and legal compliance purposes.
• If you have registered for a Heartland account, your account information will be retained for as long as you maintain an active account. Your account and account information will be deleted if you do not log in for 18 consecutive months. Heartland retains records of that deletion for 90 days.
• If you have registered for our newsletters and blogs, your subscription data will be retained for as long as you are subscribed to our distribution lists. Heartland retains records of that deletion for 30 days.
• Contact information such as your email address or phone number collected online on our sites or offline from our interactions with you at Heartland events and conferences, and used for direct marketing and sales activities will be retained for as long as we have an active (customer) relationship with you. We treat you as an active contact if (i) you have interacted with Heartland or updated your contact details and preferences in the past 18 months; and (ii) you have not made a deletion request.
• If you have reached out to us via Heartland sales chat, we will delete all chat transcripts 90 days after the chat has concluded.
• If you have reached out to us via our support line and you have not opted out of call recording, we will delete call recordings 60 days after the call has concluded unless otherwise specified during the call.
• Personal information needed to retain your opt-out preferences is retained for 20 years (or longer as necessary to comply with applicable law).

Sharing within Heartland

Information about you may be shared throughout Heartland’s organization. Heartland employees are authorized to access personal information only to the extent necessary to serve the applicable purpose(s) and to perform their job functions.

Sharing with third parties

We may share personal information with the following third parties for a business purpose:

• Third-party service providers (for example, credit card processing services, order fulfilment, analytics, event management, website management, information technology and related infrastructure provision, customer service, e-mail delivery, auditing, and other similar service providers) in order for those service providers to perform business functions on behalf of Heartland;
• Relevant third parties in the event of a reorganization, merger, sale, joint venture, assignment, transfer or other disposition of all or any portion of our business, assets or stock (including in connection with any bankruptcy or similar proceedings);
• As required by law, such as to comply with a subpoena or other legal process, when we believe in good faith that disclosure is necessary to protect our rights, protect your safety or the safety of others, investigate fraud, or respond to government requests, including public and government authorities outside your country of residence, for national security and/or law enforcement purposes.

We may share personal information with the following third parties for a commercial purpose:

• Heartland distributors or resellers for further follow-up related to your interests, specific partners that offer complementary products and services or with third parties to facilitate interest-based advertising.

When third parties are given access to personal information, we will take appropriate contractual, technical and organizational measures designed to ensure that personal information is processed only to the extent that such processing is necessary, consistent with this Privacy Policy, and in accordance with applicable law.

To the extent Heartland operations require, the processing of personal information globally will be as necessary and in accordance with this policy. If personal information is transferred to an Heartland recipient in a country that does not provide an adequate level of protection for personal information, Heartland will take adequate measures designed to protect the personal information, such as ensuring that such transfers are subject to the terms of the EU Model Clauses or other adequate transfer mechanism as required under relevant data protection laws.