PRIVACY POLICY

Introduction and scope

Marvel Marketing Ltd. (“Marvel Marketing”, “we”, “us” or “our”) is a digital marketing agency based in Calgary, Alberta. This Privacy Policy explains what personal information we collect, why we collect it, how we use and share it, and the choices you have.

“Personal information” means information about an identifiable individual.

This policy applies when you:

• visit marvelmarketing.ca or any website or landing page we operate under our own brand
• use AI Dash, the chatbot on our website
• contact us by phone, email, web form, text message or social media
• become a client or prospective client of Marvel Marketing
• respond to an ad, landing page, form or tracked phone number that we manage on behalf of one of our clients

We handle personal information in line with Canadian privacy law. This includes the federal Personal Information Protection and Electronic Documents Act (PIPEDA), Alberta’s Personal Information Protection Act (PIPA), Canada’s Anti-Spam Legislation (CASL), and other provincial privacy laws where they apply.

We have appointed a Privacy Officer who is accountable for our compliance with this policy. Contact details are in Section 15.

When we act on behalf of our clients

Much of our work involves running advertising, landing pages, call tracking and lead reporting for other businesses. In that work, we process personal information on our client’s behalf and under their instructions. The client decides why and how that information is used, and the client’s own privacy policy applies to it.

If you contacted one of our clients and have a question about your information, please contact that business directly. If you contact us instead, we will pass your request to the right client and help them respond.

Personal information we collect

What we collect depends on how you deal with us. We collect only what we need for the purposes in Section 4.

• Contact and business details. Name, business name, job title, email address, phone number, mailing and billing address, and website.
• Inquiry details. What you tell us in forms, calls, emails, texts, chat and meetings, such as your industry, goals, budget and service interests.
• Client account records. Contracts, invoices, payment history, and the access you grant us to your website, ad accounts, analytics and other marketing platforms. It also covers your login and activity in our client portal.
• Communications. Emails, text messages, chatbot transcripts, and recordings, transcripts or notes of calls and video meetings where you have been told they are recorded.
• Lead and job information we handle for clients. A lead’s name, contact details, service address, the service requested, form submissions and call recordings. Where a client connects their CRM or field service software, we also see job status and job value tied to that lead.
• Website and device data. IP address, approximate location, device and browser type, pages viewed, referring page, ad click identifiers, and the date and time of your visit.
• Marketing preferences. Your consent records, subscription choices and unsubscribe requests.
• Job applications. Resume, work history, references and anything else you send when you apply to work with us.

We do not ask for sensitive information such as health details, government ID numbers or bank account numbers through our website forms or chatbot. Please do not send it to us that way.

How we collect personal information

We collect most information directly from you. Some is collected automatically, and some comes from others.

• Directly from you. When you fill in a form, use our chatbot, book a call, call or text us, email us, sign an agreement, download a resource or apply for a job.
• Automatically. Through cookies, pixels, analytics tools and call tracking numbers when you visit our website or a page we manage. See Section 7.
• From advertising platforms. When you submit a lead form inside an ad on Google, Meta or another platform, that platform passes your details to us or to our client.
• From our clients. When a client gives us access to their leads, customer lists, CRM or field service software so we can run and measure their marketing. The client is responsible for having the right to share that information with us.
• From other sources. Referral partners, review platforms, business directories and other publicly available business sources.

Call tracking and call recording

We use call tracking numbers on our own website and on the websites, landing pages and ads we manage for clients. These numbers tell us which ad, keyword or page led to a call.

Call tracking captures the caller’s phone number, the date, time and length of the call, and the marketing source. Some calls are also recorded, and recordings may be transcribed and summarized with automated tools. We use them to confirm lead quality, train staff, resolve disputes and report results to the client the call was meant for.

Where a call is recorded, callers are told at the start of the call. If you do not want to be recorded, you can end the call and contact the business another way, such as by email or web form.

How we use personal information

We use personal information only for the purposes below, or for other purposes you consent to or the law permits or requires.

• Respond to inquiries, prepare proposals and book meetings
• Deliver our services, including building websites, managing advertising and SEO, and reporting results
• Send leads to the client they were meant for, and measure which marketing produced booked jobs and revenue
• Set up and manage client accounts, billing and collections
• Send service messages about your account, projects and appointments
• Send marketing about our own services, where Canada’s anti-spam law allows it (Section 5)
• Measure and improve our website, advertising, chatbot and services
• Keep our systems secure, and detect and prevent fraud or misuse
• Assess job applications
• Meet legal, tax and regulatory obligations, and enforce our agreements

We do not sell or rent personal information.

Our use of AI tools

We use AI tools to speed up research, analysis and internal work, as described in our AI Usage Standard. Our people review and own all strategy, campaigns and deliverables.

When AI tools process personal information, we use business-grade services with contractual data protections. We do not enter client or lead personal information into public consumer AI tools. Our website chatbot is covered separately in Section 6.

Consent, email and text messages

We collect, use and share personal information with your consent, unless the law allows or requires otherwise.

Consent can be express or implied. Express consent is when you tick a box, sign an agreement or tell us yes. Implied consent is when the purpose is obvious and you give us the information voluntarily, such as asking for a quote.

We ask for express consent when the information is sensitive, or when the use is something you would not reasonably expect.

What we do with your phone number and email

When you give us your phone number or email address, through a booking form, download form, AI Dash, a call or a text, we use it to:

• reply to your request by phone, email or text
• text you back if you call our local line and we miss you
• confirm and remind you about calls and appointments
• send service messages if you become a client
• send marketing about our services, only as described below

Some of these emails and texts are sent by automated systems. Where a form offers marketing, consent is a separate box that you choose to tick. We do not sell your phone number or email address, and we do not give them to anyone else for their own marketing.

Text messages (SMS)

If you give us your mobile number through a website form, booking page, AI Dash or a service agreement, we may text you about your inquiry, scheduled calls, appointments, project updates and ongoing services. Promotional texts are sent only with the consent CASL requires, as explained below.

• Message frequency varies with how much you deal with us. Message and data rates may apply.
• Reply STOP to any message to opt out. Reply HELP for help, or contact us at [email protected] or 1-800-427-7113.
• Agreeing to receive texts is never a condition of buying from us.

We do not share mobile phone numbers, or the consent you gave to receive texts, with third parties or affiliates for marketing or promotional purposes. The sharing described elsewhere in this policy does not include text-message opt-in data or consent. The only others who handle that information are the service providers that deliver our texts and support our customer service.

Email and text marketing

We follow Canada’s Anti-Spam Legislation (CASL). We send marketing emails and texts only with your express consent, or with implied consent as CASL defines it. Every marketing message names Marvel Marketing Ltd., includes our mailing address and gives you a way to unsubscribe.

Implied consent does not last forever. If you sent us an inquiry but did not opt in, CASL lets us send you marketing for up to six months. If you were a client, it lets us do so for up to two years after your last purchase or the end of your contract. After that, we stop unless you opt in.

To unsubscribe from email, click “unsubscribe” in any message or email [email protected]. To stop texts, reply STOP.

We action unsubscribe requests within 10 business days.

After you unsubscribe, we may still send non-marketing messages about an active account, project or appointment.

Withdrawing consent

You can withdraw consent at any time by contacting our Privacy Officer, subject to legal or contractual restrictions and reasonable notice. We will tell you what withdrawing means for you. In some cases we may not be able to keep providing a service.

AI Dash, our AI chatbot

Our website uses AI Dash, a custom AI chat assistant built for Marvel Marketing. It answers questions about our services, helps qualify inquiries and connects you with our team. This section explains what AI Dash collects and how that information is handled.

It is automated, not a person

AI Dash is software powered by artificial intelligence. It is not a Marvel Marketing team member. Its answers may be incomplete or wrong.

Please confirm anything that matters to a business decision with a member of our team before you rely on it. That includes pricing, timelines, contract terms and scope.

What the chatbot collects

• The messages you type and the chatbot’s replies
• Contact details you choose to give, such as your name, email address, phone number and company
• What you tell it about your business, such as your industry, goals and budget
• Technical data, including your IP address, approximate location, browser, device, the page you came from, and the date and time of the chat

You do not have to give personal information to use the chatbot. Please do not share sensitive information such as banking or card details, health information, government ID numbers or passwords. Please do not share personal information about other people.

How we use chatbot information

• Answer your questions about our services
• Work out whether our services fit your business, and send your inquiry to the right team member
• Follow up on your inquiry by email, phone or text, using the details you gave
• Review transcripts to improve the chatbot’s accuracy and our service
• Keep our website secure and detect misuse

Members of our team may read chat transcripts. We send marketing messages only as described in Section 5.

Who runs AI Dash

Marvel Marketing operates AI Dash. To run it, we use third-party providers for the AI model that generates replies, and for the cloud services that host the chatbot and store conversations. Your messages are sent to those providers so AI Dash can respond.

Some of these providers process and store information outside Canada, mainly in the United States. Section 9 explains what that means for you. To find out which providers currently support AI Dash, contact our Privacy Officer (Section 15).

We do not use your conversations to train AI models, and we do not permit our providers to use them to train theirs.

How long we keep chatbot data

We keep chat transcripts and related information for up to 12 months from the date of the chat. After that, we delete or anonymize them. We may keep them longer where needed for an active sales inquiry, a legal obligation or a dispute.

Not for anyone under 18

AI Dash and our services are meant for businesses and adults. They are not intended for anyone under the age of 18. We do not knowingly collect personal information from anyone under 18 through the chatbot.

If you are under 18, please do not use the chatbot or send us personal information. If you believe someone under 18 has given us personal information, contact us and we will delete it.

Your choices

Using the chatbot is optional. By starting a chat, you consent to the collection, use and sharing of your information as described in this section. If you do not agree, please do not use the chatbot. You can reach us at 1-800-427-7113 or [email protected] instead.

To access, correct or delete your chatbot data, email [email protected] with the subject line “Chatbot Privacy Request”. Tell us the approximate date of your chat and the name or email you used. We will respond within 30 days.

We may update this section if our chatbot, its providers or our legal obligations change.

Cookies, analytics and advertising

Our website uses cookies, pixels and similar tools. They help the site work, show us how it is used, and let us measure and target our advertising.

• Essential tools keep the site secure and working, including content delivery and spam protection.
• Analytics tools, such as Google Analytics, show us which pages people visit and how they found us.
• Advertising tools from platforms such as Google, Meta and Microsoft let us measure our ads and show ads to people who have visited our site. This is often called remarketing.
• Embedded content, such as videos, review widgets, booking calendars and the chatbot, may set its own cookies.
• Call tracking may show you a unique phone number so we know which marketing source led to your call.

To measure our advertising, we may also send ad platforms limited information about an inquiry, such as a hashed (scrambled) email address or phone number. You can ask us to stop by contacting our Privacy Officer.

Your choices

• Block or delete cookies in your browser settings. Some parts of the site may not work as well.
• Opt out of Google Analytics with the Google Analytics opt-out add-on (tools.google.com/dlpage/gaoptout).
• Manage Google ad personalization in My Ad Center (myadcenter.google.com). Meta and Microsoft offer similar controls in your account’s ad settings.
• Opt out of interest-based ads from participating companies through the Digital Advertising Alliance of Canada (youradchoices.ca).

How we share personal information

We do not sell or rent personal information. We share it only in these situations:

• With the client a lead was meant for. When you respond to an ad, landing page, form or tracked phone number we manage for a client, your inquiry goes to that business so they can respond.
• With service providers. Companies that provide our website hosting, CRM, chatbot, email, texting, call tracking, analytics, scheduling, cloud storage, payment processing and accounting, and our professional advisors. They may use the information only to serve us, and they must protect it.
• With advertising and analytics platforms, as described in Section 7.
• For legal reasons. To comply with a law, court order, warrant or lawful request. Also to protect our rights, property or safety, or those of others, and to investigate fraud or a breach of an agreement, as the law permits.
• In a business transaction. If Marvel Marketing is involved in a merger, sale, financing or reorganization, information may be shared with the other party under confidentiality terms and as the law allows.
• With your consent. For example, we publish client testimonials and case studies with the client’s permission.

Service providers outside Canada

Some of our service providers are located outside Canada, mainly in the United States. They collect, use, store or process personal information for us. This includes providers of website hosting and content delivery, the chatbot, CRM, email and texting, call tracking, analytics, cloud storage and AI tools.

Some of our team members and contractors may also work from outside Canada and access information remotely. They do so under confidentiality obligations and our security controls.

While your information is in another country, it is subject to that country’s laws. Courts, law enforcement and national security authorities there may be able to access it.

We use contracts and other safeguards so that information handled for us gets a comparable level of protection.

To ask questions about how we use service providers outside Canada, or to get written information about our policies and practices, contact our Privacy Officer (Section 15).

How long we keep information

We keep personal information only as long as we need it for the purposes in this policy, or as the law requires. Then we delete, destroy or anonymize it.

• Chatbot transcripts: up to 12 months (Section 6).
• Client contracts, invoices and billing records: for the length of the client relationship, then about seven years to meet tax and legal record-keeping rules.
• Marketing consent records: for as long as we rely on the consent, and for a reasonable period afterward to show we complied with CASL.
• Leads and call recordings we handle for clients: for as long as the client instructs, or until the client relationship ends and a short wind-down period has passed.

How we protect information

We use physical, administrative and technical safeguards that fit the sensitivity of the information. These include:

• limiting access to the team members and providers who need it for their work
• confidentiality obligations for staff and contractors
• strong passwords, multi-factor authentication where available, and encrypted connections
• choosing established service providers and requiring them to protect the information
• secure disposal of information we no longer need

If you pay by credit card, the payment is handled by a third-party payment processor. We do not store full card numbers on our systems.

No system is perfectly secure. If a security breach creates a real risk of significant harm, we will notify the affected individuals and the relevant privacy regulators as the law requires.

Your rights and choices

You have the right to:

• ask what personal information we hold about you, how we have used it and who we have shared it with
• ask for a copy of it
• ask us to correct information that is wrong or incomplete
• withdraw your consent (Section 5)
• unsubscribe from marketing at any time
• make a complaint

To make a request, write to our Privacy Officer by email or mail (Section 15). We will confirm your identity before releasing information. We respond within 30 days, or tell you if the law allows us more time. There is usually no charge. If a fee applies, we will tell you first.

Sometimes the law allows or requires us to refuse all or part of a request, for example where it would reveal information about someone else. If so, we will explain why.

If your request is about information we hold for one of our clients, we will refer it to that client and help them respond.

Complaints

Please contact our Privacy Officer first so we can try to fix the problem. You can also contact a privacy regulator:

• Office of the Information and Privacy Commissioner of Alberta (oipc.ab.ca)
• Office of the Privacy Commissioner of Canada (priv.gc.ca)
• The privacy regulator for your own province, where one applies

If you are outside Canada

We operate from Canada, and this policy is written to meet Canadian law. If you contact us from another country, your information will be processed in Canada and in the other countries where our providers operate. Where another country’s privacy law applies to us, we will honour the rights it gives you.

Children and minors

Our website, chatbot and services are for businesses and adults. They are not intended for, or directed at, anyone under the age of 18.

We do not knowingly collect personal information from anyone under 18. If you are under 18, please do not use our chatbot or send us personal information. If we learn that we have collected personal information from someone under 18, we will delete it.

A parent or guardian who believes a minor has given us personal information can contact our Privacy Officer (Section 15).

Third-party links and changes to this policy

Our website links to websites and tools we do not control, such as social media, review platforms and booking tools. It also includes “Ask AI” links that open third-party AI assistants with a pre-written question about Marvel Marketing. If you use these links, the other company’s privacy policy applies to what you do there, not ours.

We may update this policy from time to time. The “Last updated” date at the top shows the current version. If a change is significant, we will post a notice on our website or contact you directly where appropriate. If we want to use your information for a new purpose, we will ask for your consent where the law requires it.

Contact us

Send questions, requests and complaints about this policy or your personal information to our Privacy Officer:

Privacy Officer, Marvel Marketing Ltd.
114 61 Ave SW, Calgary, AB T2H 0B2
Toll-free: 1-800-427-7113
Email: [email protected]