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Retention periods of data

In our opinion there is never a reason to store your visitor data for ever and ever. And because privacy is an important aspect of the uMarketingSuite we give you the tools to make sure you won't store your data for ever.

You can configure the uMarketingSuite to delete two types of the data after a certain period.

  • The raw data is collected in the first phase of the dataflow. This data is stored and parsed a few moments later. The raw data is not used after that any longer. Only if you want to reprocess your raw data at a later moment it could be convenient to store this data for a short while. Our recommendation is to store this raw data no longer than 30 days.
  • The processed data is used for reporting and personalization purposes. You probably need this a lot longer. A first privacy friendly step is to anonymize the data so it cannot be linked back to an individual visitor anymore. But somewhere in the future it makes sense to clean up the anonymized data as well. What good is this informaton after 8 years for example? You should ask yourself this question and set the correct setting in the configuration file.