Opt-Out & Data Retention


Datalicious uses its own DataCollector tag as well as other analytics vendors to anonymously track the behaviour of our website visitors. As part of that process we write cookies under the dc.optimahub.com domain as well as other analytics vendor domains such as google.com to identify unique visitors.

In Chrome on Mac OS X you can see what data we collect and what cookies we set by going to View > Developer > Developer Tools > Network in the menu options and then searching for the dc.optimahub.com and other analytics vendor domains such as google.com in the network search box.

To block Datalicious and other analytics vendors from writing cookies to your computer and opt-out of tracking simply research and follow the browser specific instructions under the links below to block cookies from our DataCollector dc.optimahub.com and other analytics vendor domains. 

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Data Retention Policy

During Projects

Where Datalicious is collecting data for a project, the retention policy will be discussed with the client at the outset and driven by the needs of the project. Data will be deleted when it reaches the limits agreed with the client, or when it becomes 26 months old, whichever is greater.

As a guide, we would typically not use more than 13 months of history for media attribution or its visualization. If a storage limit between 13 & 26 months is requested by the client, it will be archived (i.e. not available for visualization or access) between 13 & 26 months.

Post Projects

Where Datalicious is reaching the end of an engagement, and a post-project retention policy has not been pre-agreed, we aim to discuss with the client at least 3 months before the conclusion of the project what they want to happen.

Datalicious' preference is to

  • Keep data pipelines 'live' for 3 months after the conclusion of the commercial engagement
  • At 3-26 months after the conclusion of the commercial engagement, the data will be archived
  • Delete data 26 months after the conclusion of the commercial engagement

Alternative client choices about their own data would supersede any of the above.