1. Data controller
The controller of personal data related to mcube is TidyBricks, a simplified joint-stock company (SAS), registered with the Lille Métropole Trade and Companies Register under number 993 590 645, with its registered office at 80 rue du Docteur Legay, 59110 La Madeleine, France.
Contact: dleonetti@tidybricks.fr, +33 6 51 822 922.
2. Scope
This Privacy Policy describes how TidyBricks collects and uses personal data when you visit the mcube site, request a demo, create an account, and use the platform.
It does not cover the practices of third-party platforms connected by the Customer (e.g. Google Ads, Meta), which remain governed by their own policies.
3. Data collected
3.1 Identification and contact data
- first name, last name, professional email, phone;
- company, role, information provided in a contact or demo form.
3.2 Account and usage data
- account identifiers, role, login logs;
- application usage events (pages viewed, main actions) for support and product improvement.
3.3 Technical data
- IP address, browser type, system, timestamps;
- cookies and trackers needed for operation, security, or, where applicable, audience measurement.
3.4 Business data imported by the Customer
The Customer may connect or import marketing datasets (spend, impressions, sales, etc.). These data are processed on behalf of the Customer. TidyBricks does not use these datasets to contact natural persons outside the scope of the service.
4. Purposes and legal bases
- Service provision (contract performance): account creation, authentication, modeling, support.
- Commercial relationship (legitimate interest or consent, as applicable): responses to demo requests, commercial follow-up.
- Security and abuse prevention (legitimate interest / legal obligation): logs, incident detection.
- Product improvement (legitimate interest): aggregated statistics, technical diagnostics.
- Legal obligations: accounting retention, responses to competent authorities.
5. Recipients
Data may be accessible to:
- authorized TidyBricks teams (product, support, sales, admin);
- technical subprocessors (hosting, email, monitoring) bound by confidentiality obligations;
- authorities when required by law.
TidyBricks does not sell personal data.
6. Hosting and subprocessors
mcube relies on cloud and technical providers to host the application and data. Processing is governed by data-processing agreements compliant with the GDPR where applicable.
7. Transfers outside the EU / EEA
If a transfer outside the European Union is necessary, TidyBricks implements appropriate safeguards (standard contractual clauses or an equivalent mechanism), unless an adequacy decision applies.
8. Retention periods
- contact / demo data: for the duration of the relationship, then deletion or limited archiving;
- account data: for the subscription term, then deletion or anonymization within a reasonable time;
- technical logs: limited to security and diagnostic needs;
- accounting data: applicable legal retention periods.
9. Your rights (GDPR)
Depending on your situation, you may request:
- access, rectification, erasure;
- restriction of or objection to processing;
- portability, where applicable;
- withdrawal of consent, where processing is based on consent.
To exercise your rights: dleonetti@tidybricks.fr. You may also lodge a complaint with the CNIL (cnil.fr).
10. Cookies
The site and application may use cookies essential for operation (session, security) and, where applicable, audience-measurement cookies subject to your choice. You can configure your browser to refuse some cookies; this may limit certain features.
11. Security
TidyBricks applies reasonable technical and organizational measures to protect data (access control, encryption in transit where applicable, logging). As no system is infallible, please report any suspicious incident promptly.
12. AI transparency
This section explains where artificial intelligence is used in mcube, what it does, what it does not do, and how Users remain responsible for decisions.
12.1 Where AI is used
AI may in particular be used for:
- Copilot: natural-language answers on MMM results, metric explanations, interpretation help;
- Analysis assistance: reformulation, synthesis, suggested readings or scenarios from model outputs;
- Preparation help: mapping suggestions, quality checks, or wording, when these features are enabled.
Marketing Mix Modeling models (saturation, adstock, contributions, budget simulations) rely on statistical and econometric methods. They are not, in themselves, a large language model (LLM) text-generation system.
12.2 What AI does not do
- it does not replace human judgment for media investment decisions;
- it does not guarantee absolute accuracy of a generated answer;
- it does not make automated decisions producing legal or similarly significant effects on natural persons within the meaning of the GDPR;
- it is not designed to profile individual consumers from the Customer’s MMM datasets.
12.3 Data sent to AI systems
Depending on the feature used, the copilot may receive limited context needed for the answer: the User’s question, project metadata, aggregates, or excerpts of model results already computed in mcube.
TidyBricks endeavors to minimize data transmitted and avoid unnecessary personal data. When model providers (LLMs) are used, they act as technical subprocessors, contractually bound, and are not authorized to use Customer content to train their general models, unless expressly agreed otherwise.
12.4 Limits, human control, and use
AI outputs may contain approximations and depend on data quality, model assumptions, and the prompt. Users must verify critical information before any budget decision. mcube remains a decision-support tool: the Customer validates analyses and actions taken.
It is forbidden to use AI features to bypass security, generate unlawful content, or attempt to reverse-engineer models and protection mechanisms.
13. Changes
This policy may be updated to reflect legal or product changes. The update date appears at the top of the page. For material changes, notice may be provided via the site or application.
14. Contact
Privacy questions: dleonetti@tidybricks.fr · +33 6 51 822 922 · 80 rue du Docteur Legay, 59110 La Madeleine, France.
This document is provided for information. For any legal question specific to your contract, contact dleonetti@tidybricks.fr.