D. Marketing communication (including customer satisfaction surveys, market research, opinion research)

I. Marketing communication

CLAAS Vertriebsgesellschaft[1], CLAAS KGaA mbH, CLAAS Global Sales GmbH, CLAAS Service and Parts GmbH, CLAAS E-Systems GmbH, CLAAS Financial Services S.A.S, 365FarmNet GmbH, and CLAAS Partner[2] (hereinafter jointly referred to in this section as "the Parties", cf. also item II. of this section) shall use your Data for the purposes of marketing communication.

Marketing communication incorporates the CLAAS brands as well as products from third-party providers, which are marketed by companies in the CLAAS Group or by the CLAAS Partner, if it concerns products that complement CLAAS branded products or support them in their function (e.g. soil cultivation machines, fertilisation, fertilisation technology, seeding technology, crop spraying, farm management software). Contact is made via the channels stated in the declaration of consent (e.g. mail, e-mail including newsletter, telephone/messenger services, push notifications, e.g. on websites, apps).

The legal basis for this data processing is your consent, Article 6(1a) GDPR. You can withdraw your consent with future effect at any time, see Section A.VII. For marketing communication by post, the legal basis is Article 6(1f) GDPR.

For this purpose, the Parties jointly process the following data:

Personal identification data (e.g. surname, first name, address, CLAAS ID, job title and role, date of birth)
Contact details (e.g. telephone number, e-mail address)
Farm data (farm name, address, farm specialism, farm size, fleet information, customer number, operating history (such as date of purchase/first operation of your machine), turnover data, information on activities undertaken (e.g. customer visits, product demonstrations)
Information and analyses regarding interest and user behaviour (e.g. product interest, customer interest, preferred or chosen channels of communication, investment/purchase interest, information about purchased/rented products and services utilised (e.g. test drives, machine demonstrations, events, platforms such as CLAAS connect, applications, financing), customer history, turnover data, information on opens, clicks and bounces for newsletters, apps, websites and social media channels, information that can regularly be collected from people by means of customer demand/potential analyses, for instance, including when you might potentially need a new machine, spare part or service, campaign history and impact on direct marketing measures, feedback from customer satisfaction surveys)
Machine data (machine master data, machine performance data and machine operating data, such as machine number and associated attributes including manufacturer, product category, product group, product classification, model, machine type, version, configuration, hectares covered, number of bales produced, number of loads achieved, operating hours)

This is Data which the Parties collect in conjunction with your marketing consent or for the purpose of direct marketing or Data that you provide to one of the Parties within your business relationship or which arises from the use of the aforementioned Parties' products or services. The Parties collate this Data to create a user profile for you and assign your profile to you in our database (CRM). The Parties use the Data that is collected and the information that is obtained this way to determine which information and offers are most likely to be of interest for you, in order to send you advertising material. The objective is to tailor our advertising to your interests and to optimise our offers for you.

On a case-by-case basis and only after careful consideration, the Parties shall contact you for marketing purposes for both the CLAAS brand (e.g. to offer additional services, advertisements for products and services, invitations to events such as product launches, market research, opinion research, customer satisfaction surveys) and for products from third-party providers marketed by CLAAS Group companies or by the CLAAS Partner, if these are products that complement CLAAS branded products or support them in their function (e.g. soil cultivation machines, fertilisation, fertilisation technology, seeding technology, crop spraying, farm management software), even in the absence of a declaration of consent to marketing. The legal basis for this is Article 6(1f) GDPR. A prerequisite for direct marketing based on the legitimate interests is that the applicable legal requirements for this are met, you have not objected to your Data being processed for advertising purposes and you are aware of your right to object in accordance with Article 21 GDPR (see also Section A.VII. of this Data Privacy Statement)

The legal basis for saving technical and specialist documentation and log data for the purpose of documenting your consent is Articles 6(1c) and 6(1f) GDPR. Marketing is generally communicated by service providers who act as data processors (e.g. marketing agencies, lettershops, IT companies, CRM, messenger service providers). This includes service providers based in a third country, such as the USA or the UK, see Section A.V. (transfer to third countries).

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