What Marketing Works (whatmarketingworks.com) is a monthly marketing intelligence publication based in Canada. We publish practitioner-sourced reports, a marketing glossary, and related content for marketers and business owners.

This Privacy Policy explains how we collect, use, and protect your personal information in accordance with Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) and applicable provincial privacy legislation.

We only collect information you provide directly to us. This includes:

• Email address — when you subscribe to our monthly newsletter
• Name and email address — when you submit our contact form
• Name, email address, and comment content — when you leave a comment on an article

We do not collect payment information, government identification, or any sensitive personal information.

We may also automatically collect standard server log information when you visit the site, including your IP address, browser type, referring URL, and pages visited. This information is used in aggregate and is not linked to your identity.

We use the information we collect only for the purposes for which it was provided:

• Email address (newsletter) — to send you our monthly marketing intelligence digest. You can unsubscribe at any time using the link in any email we send.
• Contact form submissions — to respond to your enquiry. We do not add contact form submissions to our mailing list without your explicit consent.
• Comments — to display your comment on the site alongside your name. Your email address is used for identity verification only and is never displayed publicly.

We do not use your information for automated decision-making, profiling, or advertising purposes.

We do not sell, rent, or trade your personal information. We may share your information only with trusted third-party service providers who help us operate the site, under strict confidentiality obligations. These may include:

• Email service provider — to deliver our newsletter (e.g. Mailchimp, Kit, or similar)
• Web hosting provider — to host and serve the website
• Analytics provider — to understand aggregate site traffic (no personally identifiable data is shared)

All third-party providers are required to handle your data in accordance with applicable privacy laws and are prohibited from using it for any other purpose.

We may disclose your information if required to do so by law or in response to a valid legal request.

Our website uses cookies — small text files stored on your device — to ensure the site functions correctly and to understand how visitors use it.

• Essential cookies — required for the site to function (e.g. session cookies, security tokens)
• Analytics cookies — used to track aggregate visitor behaviour anonymously (e.g. pages visited, time on site)

You can control cookie settings through your browser preferences. Disabling cookies may affect some site functionality. We do not use advertising or tracking cookies.

We retain your personal information only for as long as necessary to fulfil the purpose for which it was collected:

• Newsletter subscribers — until you unsubscribe, after which your data is deleted from our mailing list within 30 days
• Contact form submissions — retained for up to 12 months, then deleted
• Comments — retained for as long as the associated article remains published

Under PIPEDA, you have the right to:

• Know what personal information we hold about you
• Request access to your personal information
• Request correction of inaccurate information
• Withdraw consent for the collection or use of your information at any time
• Lodge a complaint with the Office of the Privacy Commissioner of Canada if you believe your rights have been violated

To exercise any of these rights, please contact us using the details in the Contact section below. We will respond to all requests within 30 days.

We take reasonable technical and organisational measures to protect your personal information against unauthorised access, disclosure, alteration, or destruction. Our site is served over HTTPS and access to stored data is restricted to authorised personnel only.

No method of transmission over the internet is 100% secure. While we strive to protect your information, we cannot guarantee absolute security.

If you have any questions about this Privacy Policy, wish to exercise your rights, or have a concern about how we handle your personal information, please contact us via the contact form on our website.

We are committed to resolving any privacy concerns promptly and transparently.