Data processing specifications

For Search, the following additional processing of personal data applies:

“The purpose of the processing is to provide an intelligent search experience on Customer's website, including features such as semantic search understanding, real-time behavioral adaptation, trending and recent searches, etc.

Where Customer has obtained required consents or relies on another valid legal basis for behavioral tracking and/or personalization, search results may be adapted based on individual search phrases and interaction patterns, stored on a pseudonymized customerKey.

Further, in-session personalization of search results may adapt the product ranking during ongoing sessions based on visitor’s searches, clicks etc. This may include using the visitor’s most recently clicked product to identify alternative product recommendations and boost products in search results based on recommendation and purchase patterns associated with those product interactions. This functionality operates on behavioral data during the session, stored on a pseudonymized customerKey.”

For Navigation, the following additional processing of personal data applies:

“The purpose of the processing is to display dynamic, relevance-based product listings on Customer’s website, including category listings ranked based on purchase probability and behavioral signals.

Product listing rankings are primarily derived from aggregated and non-identifiable behavioral data. Where the Customer has obtained required consents or relies on another valid legal basis for behavioral tracking and/or personalization, product listings may additionally be personalized based on the individual visitor’s interaction patterns, stored on a pseudonymized customerKey.

Further, in-session personalization of navigation results may adapt the product ranking during an ongoing session based on the visitor’s searches, clicks etc. This may include using the visitor’s most recently clicked product to identify alternative product recommendations and boost products on navigation pages based on recommendation and purchase patterns associated with those product interactions. This functionality operates on behavioral data during the session, stored on a pseudonymized customerKey.”

For Recommendations, the following additional processing of personal data applies:

“The purpose of the processing is to display product recommendations on Customer’s website, e.g. on the homepage, category pages, product detail pages or in the cart. Recommendations may include best sellers, popularity-based recommendations, personal recommendations, cross-sell/upsell, and favorites.

Best seller and other popularity-based recommendations are derived from aggregated and non-identifiable data. Where Customer has obtained required consents or relies on another valid legal basis for behavioral tracking and/or personalization, personalized recommendations are based on individual behavioral data stored on a pseudonymized customerKey.” 

For Connected Capability (Engage & Elevate), the following additional processing of personal data applies:

“The purpose of the processing is to provide a unified end-customer experience across Voyado Engage and Voyado Elevate through advanced, cross-channel personalization, by sharing and maintaining a synchronized identifier between the two platforms. The identifier enables Voyado to (i) recognize the same end-customer across systems through end-customer keys, where “end-customer keys” means the identifiers used to recognize the same end-customer across systems, namely DiscoveryKey in Voyado Engage and customerKey in Voyado Elevate (represent the same value), and ContactID (Engage-specific key also shared with Voyado Elevate where a DiscoveryKey/customerKey is present), and (ii) to power the Connected Capabilities, including:

• Audience-based promotions: The purpose of the processing is to enable a more personalized end-customer experience by utilizing audiences and segments (e.g. membership status or demographic segments such as women aged 20–25) built in Voyado Engage and activated in Voyado Elevate. These audiences may be used to influence product exposure, such as boosting or burying products in category listings, search results, or recommendations for identified end-customers within a given segment.
• Intent-driven personalization: The purpose of the processing is to enable a more personalized end-customer experience by leveraging purchase and behavioral data (e.g. viewed products, categories, or purchase history) collected in Voyado Elevate and transferred to Voyado Engage. This data enriches the end-customer profile and may be used to create segments for targeted communication and marketing automation. 
• In-store purchase synchronization: The purpose of the processing is to enable a unified view of the end-customer by linking and synchronizing in-store purchase data to the same end-customer across systems using the unified identifier. This includes the following historical order data imported or notified from Voyado Engage to Voyado Elevate: date/time, variant key, quantity, cost, sales price and market, all linked to customerKey, and allows in-store purchases to be reflected in the end-customer profile and used for personalization. 

By linking end-customer data across platforms through synchronized identifiers and matching structures, Voyado ensures that personalization, segmentation, and targeting are based on a consistent and holistic view of the end-customer.

End-customer keys (DiscoveryKey/customerKey and ContactID) will be processed and stored by Voyado AB and Voyado Lund AB.”

Connected Recommendations is part of Connected Capabilities described above, but offered separately. For Connected Recommendations, the following additional processing of personal data applies:

“The purpose of the processing is to personalize product recommendations in Voyado Engage email communication based on behavioral data in Voyado Elevate, ensuring that recommendations are based on the same end-customer profile and behavior across systems. This is achieved by sharing and storing a synchronized identifier between the two platforms, as further described under “Connected Capability (Engage & Elevate)” above. Connected Recommendations supports the following types of recommendations:

• Top seller, where Voyado Engage submits a product category type to Voyado Elevate and Voyado Elevate returns the best-selling products within that selection (note: this feature does not use any end-customer keys); and
• Contextual, where Voyado Engage submits a product to Voyado Elevate to return related or similar products. Where a DiscoveryKey is available in Voyado Engage, it may also be submitted to Voyado Elevate as customerKey so already purchased products are excluded from the email recommendations.
• Personal (BETA), where Voyado Engage submits an end-customer key (DiscoveryKey) to Voyado Elevate and Voyado Elevate returns a personal recommendation based on the end-customer’s purchase history and behavior data. A specific selection (recommendations within a product category and/or price range) may also be made.
• Favorites (BETA), where Voyado Engage submits an end-customer key (DiscoveryKey) to Voyado Elevate and Voyado Elevate returns a personal recommendation based on products that the end-customer has marked as favorites. A specific selection (recommendations within a product category and/or price range) may also be made.

End-customer keys (DiscoveryKey/customerKey and ContactID) will be processed and stored by Voyado AB and Voyado Lund AB.”