Privacy statements from a marketing perspective

Privacy Policy - From a marketing perspective

Purpose of the processing

Barium have different purposes to process your personal data. Barium need to process your personal data when we conduct marketing activities and analyse visitor statistics of usage on our homepage. As a customer to our platform services (e.g. Barium Live) your PII:s will be processed by Barium in order to provide the agreed service level. More about how Barium process your PII:s as a customer can be read here: Privacy Policy - Barium & Our Platforms.

Situations when Barium process personal data

Outbound marketing when Barium initiate the contact

Based on your professional role (and the organisation you represent) your personal data can exist in Bariums marketing system. Bariums process your data based on our legitimate interest. This mean that Barium, in each individual case, have identified a mutual interest/need for Barium to offer you our services, and that this interest is not overridden by the interests or fundamental rights and freedoms of the data subject (you). Based on this weighing of interests your contact information can be collected from publicly available areas like your company's website.

After we have collected your contact information we will inform you of this by a sending you a marketing e-mail. In this email you will be able to opt out from future marketing communication of the same type.

Marketing where you initiate contact.

You can initiate contact with Barium thorough different communication channels. Perhaps you are interested in our products and services and want to download a white paper or join one of our events. When you contact us, your contact information will be processed in our marketing system.

Legitimate interest is used as a lawful ground in this case. If you have shown interest in Barium we believe we have a legitimate interest of performing more direct marketing actions towards you. Of course, you will still be able to opt out from email marketing communication if you wish.  

When you visit our website

Barium do log user information about how you use our website and our services. This information includes IP: number, type of client, web browser and information of how you interact with our website and services. e.g. the functions you use, or which buttons being clicked.

Barium AB’s website uses “cookies”. A cookie is a text file placed on your hard drive by Barium AB’s web server. We use cookies to save time for you when you use our website. We will not disclose any information collected in this manner to third parties. The cookies give us information about your use of Barium AB’s portal, such as which pages you have visited, if you customize Barium AB’s pages, or register with Barium AB. You have the ability to accept or prevent the use of cookies. Most browsers automatically accept cookies, but you can set your browser to deny cookies. If you choose not to accept cookies, you will not be able to use all the features of Barium AB’s website.

Barium base all processing of information about you as a visitor on legitimate interest. Barium are responsible of the security and integrity of our website. Barium will delete the processed data when we no longer think it’s no longer needed. Maximum 24 months though.

Information about Albacross’ processing of your personal data  

We inform you regarding the processing of personal data on the behalf of Albacross Nordic AB (“Albacross”).

Information collected from cookies set in your device that qualify as personal data will be processed by Albacross, a company offering lead identification and ad targeting services with offices in Stockholm and Krakow. Please see below for full contact details.

The purpose for the processing of the personal data is that it enables Albacross to improve a service rendered to us and our website (e.g “Lead Generation” service), by adding data to their database about companies. The Albacross database will in addition to “Lead Generation” be used for targeted advertising purposes towards companies and for this purpose data will be transferred to third party data service providers. For the purpose of clarity, targeted advertising regards companies, not towards individuals. 

The data that is collected and used by Albacross to achieve this purpose is information about the IP-address from which you visited our website, and technical information that enables Albacross to tell apart different visitors from the same IP-address. Albacross stores the domain from form input  in order to correlate the IP-address with your employer.

For the full information about our processing of personal data, please see Albacross’ Privacy Policy

How long do Barium save personal data?

In situations when you have initiated contact with Barium we will process your data as long as you or Barium want to stop the processing. Easiest way for you to stop all further processing by email marketing events is by klick on the link in any of the mails you get from us.  

If Barium have initiated contact with you, we will only store your personal data for the duration of time we think they are relevant for us to fulfil the purpose (marketing activities). This means that if we don't have had an active dialogue the last 12 month, your contact information will be deleted from our CRM system.  

Sub Processors

Barium do not share your personal data with other external parties except the sub processors we have data processing agreements with. Some of these sub processors are located outside EU/EES area. In these cases, Barium guarantee that it exists an lawful ground of the data transmission of your personal data to that country. This is guaranteed by an agreement that include EU:s standard clauses. One example of such subcontractor is our CRM supplier Hubspot. We have listed all our sub processors on out legal page on our website.

Where are personal data stored?

When Barium perform marketing activities via email, your personal data (email address, and name) may temporarily be stored in USA before the email is forwarded to you as a recipient somewhere in the world.

Personal data (contact information) stored in our CRM systems are managed by a vendor based in the US. 

All third country transfers are based on standard contractual clauses as a legitimate transferral mechanism.  

Your rights as a data subject

Barium is obligated to only process personal data that are correct, relevant and necessary to our legitimate processing purposes. As a data subject you always have right to access your own personal data and check that Barium is processing it correctly. All according to GDPR article 15.

Barium want it to be easy for you to have control over your personal data. Even though Barium does not use consent when we collect and process your personal data you can always opt out from marketing emails. And you can always claim your right to access (and other rights as, the right to be forgotten) by applying for them.

How you claim your rights

To claim your right to access, and other rights stated in GDPR. You can apply for them by sending in a request to

You will be informed and guided through the entire process.   

  • The goal is to process your request within 30 days.
  • If we cannot verify your identity, we cannot fulfil the request.
  • It is free to apply once every 12 months. Beyond this Barium can charge an administrative fee.

The process

  1. First you send in the “request to access” form
  2. Then we verify your identity.
  3. If your personal data exist at Barium, we will give you a report.
    1. The report will contain the following information
    2. A copy of your personal data we process
    3. If applicable, your right to be forgotten, to rectify, and to object towards the processing we perform.
  4. Based on information in this report you can (if you want) continue to claim other rights.


This content of this policy is owned by Bariums Marketing and Sales departments and annually reviewed by Bariums DPO (Data Protection Officer). 

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