Audience segments
Last update : May 20, 2025
Preamble
This privacy policy relating to the processing of audience segments supplements our general privacy policy. Its purpose is to inform you in a transparent manner about how Smart Traffik collects, uses and shares data to create and operate audience segments based on users’ travel habits.
Who are we?
Smart Traffik specialises in the analysis of travel and behavioural data, enabling companies to optimise their marketing and sales strategies. As part of our activities, we process personal data to create relevant audience segments for our clients.
Definition of audience segments
An audience segment is a group of users who share similar characteristics or behaviours, particularly in terms of physical movements. For example, a segment may include people who have visited one or more DIY shops in recent months.
Where does the data used to create segments come from?
The data used to create these audience segments comes mainly from :
- From our commercial partners who collect travel data via their mobile applications or online services, with the prior consent of users
- Anonymised or pseudonymised geolocation data supplied by specialised service providers
What data is collected and processed?
To create these audience segments, we may process the following categories of data:
- Anonymised or pseudonymised geolocation data
- History of visits to certain points of sale
- Frequency and duration of visits
- Categories of shops or establishments visited
- Mobile advertising identifiers (where available and authorised).
This data is processed in such a way as to minimise any direct identification of the persons concerned, favouring an approach based on trends and aggregate behaviour.
Purposed of processing audience segments
This data is processed to create audience segments for the following purposes:
- To enable our customers to develop targeted marketing campaigns
- To analyse customer journeys and travel behaviour for sales optimisation purposes
- Measure the effectiveness of point-of-sale marketing campaigns
- To facilitate the personalisation of commercial offers based on travel habits
Communication of data to third parties
Important: Prior information concerning the sharing of your data
In accordance with the requirements of regulations on the protection of personal data, we inform you that the data used to create the audience segments to which you may belong may be communicated to other recipients.
These recipients are mainly:
- Smart Traffik’s clients (retailers, brands, etc.) wishing to use these segments for their marketing activities
- Technical service providers involved in data processing (hosting companies, analysis solution providers, etc.)
- Advertising platforms for the distribution of targeted communications.
Before any communication of this data to new recipients, we undertake to:
- Check that this communication is compatible with the initial purpose of the data collection
- Ensure that the recipients offer sufficient guarantees in terms of data protection
- Inform you clearly and transparently about this communication and its purposes
Legal basis for processing
The processing of data for the creation and use of audience segments is based on your consent, which is obtained when the data is initially collected by our partners.
Data retention period
The data used to create and maintain the audience segments is kept for a maximum of 13 months from the date of collection. After this period, the data is either deleted or irreversibly anonymised.
Your right regarding the processing of audience segments
In accordance with the applicable regulations on the protection of personal data, you have the following rights with regard to the processing of your data for the creation of audience segments:
- Right of access: you may obtain confirmation that your data is being processed to create audience segments and, if necessary, access this data
- Right of rectification: you may request the correction of inaccurate data concerning you
- Right to object: you may object to the processing of your data for the creation of audience segments, for reasons relating to your particular situation
- Right to erasure: you may request the deletion of your data under the conditions laid down by law
- Right to limit processing: you may request that the processing of your data be limited in certain circumstances
- Right to portability: you may receive your data in a structured, commonly used and machine-readable format
- Right to withdraw your consent at any time, where processing is based on your consent
To exercise these rights, please contact us using the details below.
Security measures and confidentiality
Smart Traffik implements appropriate technical and organisational measures to guarantee the security and confidentiality of the data used to create audience segments, in particular:
- Data encryption
- Strict access controls
- Anonymisation and pseudonymisation procedures
- Regular security audits
- Training of teams in data protection best practice
Contact us
If you have any questions or complaints about the protection of your personal data, you can contact us at the following address
- Paris
41-43 rue Paul Bert – 92100 Boulogne-Billancourt
Tel: +33 (0)1 46 55 55 24
contact@smart-traffik.io
- Lyon
6 cours André Philip – 69100 Villeurbanne
Phone: +33 (0)1 45 32 32 71
contact@smart-traffik.io
You can also contact Smart Traffik’s Data Protection Officer (DPO) at the following address
Smart Traffik
6 cours André Philip – 69100 Villeurbanne
Tel: +33 (0)1 45 32 32 71
gdpr@smart-traffik.io
