Liberal Democrats

Data Profiling

What is it?

We may analyse and make predictions based on the data we hold about you from existing sources. This process is commonly known as data profiling.

What type of profiling do the Liberal Democrats carry out on Personal Data?

As a registered political party the Liberal Democrats is entitled to a copy of the full electoral register. We score individuals on the electoral register based on the likelihood that they may share our values. We will usually only make contact with those who we predict are more likely to want to hear from us.  Some of our profiling data is created by automated means.  We also carry out profiling to predict your first language.

Why do the Liberal Democrats carry out profiling on personal data?

We use profiling to:

  • Increase the likeliness of sending communications to those who may be open to the values of the Liberal Democrats
  • To talk to you about the issues most relevant to you
  • Predict how you may vote in elections and referendums
  • Increase our understanding of the issues that are important to you
  • Decide who we will send our campaign communications to
  • Decide which addresses we will send our volunteers to, in order to improve the chances of them having enjoyable and productive conversations
  • Decide whether we need to reproduce our written material in other languages

 

What are the sources of the data the Liberal Democrats use to make their scores?

Our predictions are made using data from the following sources:

  • The Electoral Registers
  • Data that our volunteers have collected through canvassing on the doorstep or phone
  • Data that voters have entered on our website
  • Publicly available data, such as census output area classifications
  • Marketing data from CACI
  • Anonymous online surveys
  • Origins language prediction software

 

How does this profiling work?

We have carried out anonymous surveys to identify some common characteristics that those more likely to vote for the Lib Dems may have. This includes information related to age and lifestyle. Some of the categories of data we collect on individuals listed above are aggregated and used to create scores based on the likeliness that you may share our values.

What legal basis do we rely on to carry out data profiling?

Profiling is carried out using the legal basis of legitimate interests (GDPR Article 6 (f)) for the purpose of engaging with voters and encouraging democratic participation.

Can I opt out of data profiling? 

Yes you can opt out by emailing data.protection@libdems.org.uk

Sign up or log in using: or

Join us today

Britain needs Liberal voices. Add yours to ours and be part of what comes next:

Help us win in the General Election

Help the Liberal Democrats to stop Brexit and build a brighter future.

Spring Conference

York,13-15 March 2020