Data Usage and Analytics Policy
Last Updated: May 21, 2025

Carloom Automotive (Pty) Ltd ("Carloom Automotive," "we," "us," or "our") is committed to leveraging data responsibly and ethically to enhance our Platform and provide valuable insights to our users and partners. This Data Usage and Analytics Policy outlines how we collect, process, utilize, and share aggregated and anonymized data generated through the use of our Platform (carloom.co.za). This policy supplements our Privacy Policy and Website User Terms and Conditions.

1. Scope of Data Collection
We collect various types of data related to Platform activity, including:

User Interactions: Search queries, vehicle views, inquiries submitted, features utilized, time spent on pages, and navigation paths.

Dealership Performance Data: Listing views, lead generation metrics, response times, and other aggregated sales-related data (where permissible and anonymized).

Market Trends: Aggregated data on vehicle popularity, pricing trends, demand patterns, and geographic interest.

Technical Data: IP addresses, device information, browser types, and operating system details.

2. Principles of Data Usage
Our data usage is guided by the following principles:

Privacy by Design: Personal information is handled in accordance with our Privacy Policy, with a focus on anonymization and aggregation where possible.

Value Creation: Data is used to create tangible value for our users (buyers and dealerships) and to improve the overall Platform experience.

Transparency: We aim to be transparent about how data is used, as outlined in this policy.

Security: All data is protected using robust security measures as detailed in our Information Security Policy.

3. How We Use Data and Analytics
We utilize the collected data for the following purposes:

Platform Optimization: To analyze user behavior, identify areas for improvement, and enhance the functionality, usability, and performance of the Platform.

Personalization: To deliver tailored content, vehicle recommendations, and relevant advertisements to individual users based on their inferred interests and preferences (while respecting privacy settings).

Market Insights & Intelligence: To generate aggregated and anonymized reports on market trends, buyer demand, vehicle popularity, and pricing dynamics. These insights may be shared with Dealerships to help them optimize their inventory, marketing, and sales strategies.

Product Development: To inform the development of new features, tools, and services that address user needs and market opportunities.

Performance Measurement: To track the effectiveness of our marketing campaigns, platform features, and overall business operations.

Fraud Detection & Security: To monitor for suspicious activity, prevent fraud, and maintain the security and integrity of the Platform.

Internal Reporting: For internal business analysis, strategic planning, and decision-making.

4. Data Sharing and Disclosure
We may share aggregated or anonymized data that does not identify any individual or specific dealership with third parties for various purposes, including:

Industry Partners: With automotive manufacturers, market research firms, or industry associations to provide insights into market trends and consumer behavior.

Business Partners: With strategic partners for joint research, product development, or co-marketing initiatives, ensuring data remains anonymized.

Service Providers: With third-party analytics providers who assist us in processing and analyzing data, under strict confidentiality agreements.

We will never sell or share personally identifiable information or specific dealership performance data with third parties for their independent marketing or commercial use without your explicit consent, as detailed in our Privacy Policy.

5. Data Retention
We retain aggregated and anonymized data for as long as necessary to fulfill the purposes outlined in this policy, or as required by law. Data that can identify individuals or specific dealerships is retained in accordance with our Privacy Policy.

6. Your Choices
While much of the data used for analytics is anonymized, your personal data preferences are governed by our Privacy Policy. You may have rights regarding your personal information, including access, correction, and deletion, as outlined in the Privacy Policy.

7. Changes to This Policy
We may update this Data Usage and Analytics Policy from time to time. We will notify you of any changes by posting the new policy on this page and updating the "Last Updated" date. Your continued use of the Platform after such modifications constitutes your acknowledgment and acceptance of the revised policy.

8. Contact Information
If you have any questions about this Data Usage and Analytics Policy, please contact us at:

Carloom Automotive (Pty) Ltd
Fourways, South Africa
info@carloom.co.za
www.carloom.co.za