Technical Security & Compliance FAQ
For a detailed, full look at Lift AI's frequently asked security and compliance questions - please download our PDF here.
How does Lift AI Protect my Data?
Lift AI is operated by MarketLinc. All security and compliance policies maintained my MarketLinc apply in their entirety to the Lift AI product.
- Lift AI does not capture any sensitive personally identifiable information (PII)
- Data that is stored is behavioral, not identifiable
- Current ISO 27001 certification is maintained
- GDPR and CCPA regulations are followed, where applicable
Security measures are maintained to ensure that data is protected in our systems, including monitoring and improving our application, systems, and processes to meet growing demands and challenges. To this end we maintain a current ISO 27001 certificate, and follow regulations such as GDPR and CCPA, where applicable.
MarketLinc has had international operations for years and we are familiar with current data privacy rules, such as GDPR and CCPA, etc. However, our primary focus is to limit or completely remove any personal/privacy information from being collected or used in our operations, so we will not have any risk in this area. For more information please visit our Privacy page.
Does Lift AI enable customers to opt in to have their information tracked?
Tracking of visitor data is controlled by the web property on which Lift AI is being used (e.g. the “accept cookies” button that will appear on the website).
Where do we store the data collected for Lift AI?
Lift AI stores data in a firewalled network that adheres to high security and industry standards. All of the data is stored in North America.
How long does Lift AI store visitor data?
Visitor scores will be optimized and deliver a higher degree of accuracy when all relevant visitor history is included in the evaluation data, including data related to previous site visits. MarketLinc can create a custom data retention policy for individual Lift AI customers if required. If a custom Data Retention Policy is not required, Lift AI Retention Policy is 15 months (no data being sensitive personally identifiable information).
How do we protect data that is stored?
The data is encrypted in transit using SSL/TLS (i.e. HTTPS). The data is not encrypted at rest, due to the performance/latency overhead it would cause on the real-time interactions and data processing. By design, Lift AI uses very low risk, anonymized data, that is not deemed necessary to encrypt.
Data access is given only to Lift AI employees that have meet our full background check requirements, and that are in only the following roles:
- IT Senior Administrators
- Machine Learning Engineers
- Business Intelligence Engineers
- Servers and operating systems are hardened according to best practices.
- 24/7 monitoring and incident response.
- Redundancy, Backup, and Disaster Recovery capabilities.
- Business Continuity Plan in place
How does Lift AI use the data that is collected?
Lift AI is a Machine Learning application that uses the data collected to predict a visitor’s probability of converting. The model evaluates a number of features/elements that are collected about website visitors, and identifies patterns that are more likely to reflect conversion intent. Once the model processes the data, it outputs a score for the visitor which is deposited into a 1st party cookie. This score can then be read by other applications that are enabled to read cookies on your website, such as chat tools, web analytics tools, or marketing automation tools.
What is a feature?
A “feature” is a term in Machine Learning which refers to a data point that the machine learning model reads to make a prediction about a visitor’s conversion probability. The full list of features is included in the appendix but includes things like:
- Campaign history
- Pageview history
Can I link the data in Lift AI to my user data?
Out of the box, Lift AI is set up so applications can read and use the cookie to trigger a behaviour, such as invite the visitor to chat, but does not store the score in a user record in these applications, nor does it collect user data to store in the Lift AI database.
For customers that would like to collect the visitor score and update a field within those applications, you can use our API to do so. Please contact your client success manager for details on how to set this up.
How do we enforce and manage data privacy requests?
Still have questions?
Contact our team below:
Technical Professional Services