Analysis process to determine cross-media usage
Deutsche Post's NEXELLENT technology platform enables an analysis process that serves to determine key statistical indicators for cross-media usage.
The goal is to calculate statistics on the effects of physical direct mail (i.e. mailings) on Internet usage (i.e. website clicks).
A data-protection-compliant process
At no point in time individual users are identified by name – their identities are always protected.
The NEXELLENT technology was developed in compliance with data protection law. The legitimacy of NEXELLENT's data protection compliance has been certified by the EuroPriSe Certification authority. With the certification Deutsche Post intends to demonstrate that the process of analyzing cross-media usage is designed specifically to comply with data protection law and that it will follow data protection regulations into the future.
You can find extensive information about the European EuroPriSe Certification authority here:
How does the analysis process based on the NEXELLENT technology work?
If a partner company of the NEXELLENT technology has your postal or billing address on file, the address is assigned a so-called microcell from Deutsche Post Direkt GmbH, a subsidiary of Deutsche Post. A microcell is made up on average of 6.6 households, making it impossible to identify individuals. Data matching is triggered as soon as you register on the homepage of one of the partner companies. The results of the data matching is a randomly generated code that is stored in a database. Parallel to the data matching process with Deutsche Post Direkt GmbH, a cookie is saved on your computer, which is linked to the randomly generated code. The cookie is valid for six months.
Internet usage is recorded at an aggregate level, which means that personal data – such as your name or email address – is not used in the statistical overview. It is impossible to create a personal profile. The data transfer requires the IP address, but it is transferred encoded and not used downstream in the process.
Personal data is protected:
- By aggregating the data in microcells, it is impossible to create a personal profile of individual Internet users. Only aggregate information about Internet usage is used.
- At no point in time are individual users identified by name. Their identities are always protected.
You can object to participation in the analysis process at the following link:
You can give your express consent to participation in the analysis process – in particular the acceptance of cookies in your browser – at the following link: