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Privacy Policy

Last updated: 13 October 2026

This Privacy Policy explains how DataMust Pte. Ltd. (UEN 202606925Z) ("DataMust", "we", "us") collects, uses, and protects personal information when you use our website.

1. Information we collect

  • Contact form submissions: your name, email address, and message, used solely to respond to your enquiry.
  • Teams chat: your name, email address, optional company name and the messages you send. The chat is relayed to DataMust through Microsoft services so a member of our team can reply.
  • Chat continuation: if you start a Teams chat, we store a signed, opaque conversation reference in your browser for up to 24 hours so that browser can continue the same conversation. The reference does not contain your name, email, company, chat transcript, readable conversation identifiers or a chat credential. A bounded transcript is retained in the relay's protected Azure Blob storage and may be replayed into a newly authenticated chat connection. You can remove the browser reference at any time using "Forget this conversation".
  • Free tool downloads: your email address when you request a downloadable resource (e.g. handbooks or assessment tools), used to deliver the resource and respond to your request.
  • The Data & AI roadmap self-assessment: your work email and your answers, with the result they produce, so we can show you the result and, if you book a consultation, start from it.
  • Booking details: if you book a meeting through the DataMust form, we send your name, email address, booking question answer, selected time and timezone to Microsoft Bookings through Microsoft Graph. Microsoft then handles the calendar appointment, Teams meeting, confirmation, reminders, cancellation and rescheduling.
  • Usage data: aggregate or pseudonymous information about how visitors use the site, such as pages viewed, referral source, device type and selected conversion events.
  • Campaign attribution: if you accept optional tracking, we may retain advertising click identifiers, UTM campaign parameters and the DataMust videos you played for up to 90 days so an enquiry can be connected to the campaign and content that led to it.

2. Cookies and analytics

We use the following analytics and tracking services:

  • Plausible Analytics: cookieless aggregate analytics of page views, outbound link clicks, file downloads and form submissions, and of the site's own events, such as enquiries, bookings, checklist downloads and how far a page is read. It records that a form was sent, never what you typed into it. Plausible remains available regardless of your optional tracking choice.
  • Google Analytics and Google Ads: Google's tags load with storage denied by default, except for visitors in Australia and New Zealand (see below). Before consent, they may send limited cookieless measurement signals. If you accept optional tracking, storage, advertising measurement and permitted advertising features are enabled.
  • Microsoft Advertising: conversion measurement through the Universal Event Tracking tag. It loads with advertising storage denied by default, except for visitors in Australia and New Zealand (see below), and may send limited cookieless measurement signals. Advertising storage is enabled only after you accept optional tracking.
  • LinkedIn: conversion measurement and audience building through the LinkedIn Insight Tag; only loaded after you accept optional tracking.
  • Apollo: business-to-business visitor identification; only loaded once optional tracking is on (see below). Apollo's tag also loads a script from LiveIntent, an identity-resolution provider, which may set its own cookies to help recognise the business, and possibly the person, a visit comes from. LiveIntent processes that data under its own privacy policy.
  • Google reCAPTCHA: score-based spam and abuse protection when you submit an enquiry or confirm a booking, subject to Google's privacy policy.
  • YouTube: some pages include DataMust videos hosted on YouTube. Nothing loads from YouTube until you press play. The player then loads from YouTube, and the video plays in YouTube's privacy-enhanced mode (youtube-nocookie.com). Once it plays, YouTube may store information on your device and collect viewing data, subject to Google's privacy policy. We record that a video was played and whether it reached 25, 50 or 75 per cent, as a website analytics event.

Your accept or reject choice is stored in your browser so it persists across page navigation and reloads. You can reopen the consent controls at any time using the "Privacy choices" link in the footer. Rejecting optional tracking does not affect your ability to use the site.

To apply the right consent default, the site works out your country from your IP address when you load a page. It keeps only the two-letter country code, and whether our analytics apply to your visit, in a functional cookie (dm_ctx) that expires 24 hours after you last load a page. The cookie holds no identifier and is set whatever your tracking choice.

Visitors in Australia and New Zealand

If you visit from Australia or New Zealand, optional tracking is on from your first visit, as if you had accepted it, and the consent banner is not shown. The services above that wait for your acceptance therefore load straight away, and campaign attribution is kept. You can turn optional tracking off at any time with the "Privacy choices" link in the footer. Visitors from anywhere else, and visitors whose country we cannot determine, see the banner, and optional tracking stays off until they accept it.

If you arrive from an ad or campaign link and haven't made a choice yet, we hold its campaign details in your browser's session storage until you do. They're saved if you allow optional tracking and discarded if you don't or when you close the tab.

Advertising and offline conversion measurement

Where optional tracking has been accepted, we may use campaign parameters and hashed contact identifiers to reconcile an enquiry with a subsequently completed or qualified consultation. This information may be uploaded to Google Ads or LinkedIn for conversion measurement. Raw names, messages and email addresses are not sent as website analytics event properties.

3. How we use your information

  • To respond to enquiries, chat messages and requests for resources.
  • To create and manage prospective-customer records in Pipedrive when you submit an enquiry, request a resource, complete the self-assessment, start a chat or confirm a consultation booking.
  • To understand and improve how the website performs.

We do not sell personal information to third parties.

4. Storage and disclosure

Contact and lead information is delivered to us by email and stored in Pipedrive, our customer relationship management system. We use third-party processors to operate the website and deliver email, scheduling and chat, including website hosting, SMTP delivery, Pipedrive, Microsoft Bookings and Microsoft services used by the Teams chat. We also use the analytics services listed above, including Google, Microsoft, LinkedIn, Plausible, and Apollo with LiveIntent, where configured. These providers process data under their own security and privacy obligations. We retain personal information only for as long as it is reasonably needed for the purpose for which it was collected or to meet applicable obligations.

5. Your rights

You may request access to, correction of, or deletion of your personal information at any time by contacting us at contact@datamust.com.

6. Changes to this policy

We may update this policy from time to time. The latest version will always be available on this page.

See also our Terms & Conditions.