Privacy Policy

Last updated: 13th April 2026

1. Who we are

This website, ds-x.co, is operated by DSX Consulting Ltd ("DSX", "we", "us" or "our"). We are the controller of the personal data described in this policy.

Our contact details are:

DSX Consulting Ltd, Harvey Road, Guildford, GU1 3SE, UK
Email: privacy@ds-x.co
Website: https://ds-x.co

2. What this policy covers

This policy explains how we collect, use, store and share personal data when you:

  • visit ds-x.co;
  • contact us by email or form;
  • request information, insights or publications;
  • book a meeting with us; or
  • otherwise interact with us through the site.

3. The personal data we collect

Depending on how you use the site, we may collect:

Information you provide directly
Your name, company name, job title, email address, telephone number, and the contents of any message, enquiry or booking request you send to us.

Technical and usage information
Your IP address, browser type, device information, referring site, pages viewed, dates and times of access, and similar technical information collected through server logs and website tools.

Analytics and behavioural information
If enabled, we use tools such as Google Analytics to understand website usage, including user numbers, session statistics, approximate geolocation, and browser/device information. Google Analytics commonly uses first-party cookies such as _ga and _ga_<container-id> to distinguish users and persist session state.

If enabled, we may also use Hotjar to understand how visitors interact with the site through tools such as heatmaps and session-based analysis. Hotjar's tracking code can use cookies, local storage and session storage, and Hotjar documentation states that its tools support functions such as session capture and heatmaps.

Advertising and audience data
If enabled, we may use Meta Pixel and LinkedIn Insight Tag to measure campaign performance, understand website visits after ad interactions, build audiences, and support retargeting or advertising measurement. Meta describes Meta Pixel as one of its Business Tools used by websites and apps to share activity information with Meta. LinkedIn states that its Insight Tag can track conversions, build website audiences, and collect data such as URL, referrer, IP address, device/browser characteristics and timestamp, while providing aggregate reporting to advertisers.

CRM, form and communication data
If enabled, we may use HubSpot tools for forms, contact management, website analytics, and related communications. HubSpot documents that its tracking code can set necessary, analytics and functionality cookies depending on site setup, and that some cookies may be used to recognise visitors, track sessions and support forms or chat tools.

Scheduling data
If you book a meeting through an embedded Calendly page or widget, Calendly may collect the information you submit for scheduling and may use cookies or similar technologies on its booking pages. Calendly states that visitors in relevant regions may see a cookie banner and that booking pages use cookie settings of their own.

Embedded media data
If we embed YouTube videos, Google/YouTube may receive information about your interaction with the embedded player. YouTube provides a privacy-enhanced embed option using youtube-nocookie.com, under which views of embedded content are not used to personalise the viewer's YouTube browsing experience, but YouTube/Google may still process data when the player is used or when a user clicks through to YouTube.

4. How we collect personal data

We collect personal data:

  • when you submit a form;
  • when you email us;
  • when you book a discussion;
  • through cookies, tags, pixels and similar technologies where enabled;
  • through analytics, advertising and behavioural tools where you have consented; and
  • through embedded third-party services such as Calendly and YouTube where those services are loaded and used.

5. Why we use your personal data and our lawful bases

We use personal data for the following purposes:

To respond to enquiries and manage communications
We use your contact details and message content to reply to you, manage requests, and take steps at your request before entering into a business relationship.
Lawful basis: legitimate interests and, where relevant, steps prior to entering into a contract.

To operate, secure and improve the website
We use technical information, logs, essential cookies and security-related services to keep the website functioning properly and securely.
Lawful basis: legitimate interests.

To understand website usage and improve performance
We use analytics tools such as Google Analytics and, where enabled, Hotjar to understand traffic, user journeys, page performance and site usability.
Lawful basis: consent for non-essential cookies and similar technologies; legitimate interests for strictly necessary processing.

To measure marketing effectiveness and build relevant audiences
We may use Meta Pixel and LinkedIn Insight Tag to understand how visitors interact with our site after clicking ads, to measure campaign performance, and to help us reach relevant audiences.
Lawful basis: consent for non-essential cookies, pixels and similar technologies.

To manage leads, forms and business development activity
We may use HubSpot to manage enquiries, website forms, contact records, website analytics and related communications.
Lawful basis: legitimate interests and, where relevant, consent for non-essential cookies.

To enable meeting booking and embedded content
We may use Calendly embeds to allow meeting booking and YouTube embeds to display video content. These services may process personal data and may place cookies or similar technologies when loaded.
Lawful basis: consent for non-essential cookies and similar technologies; legitimate interests where strictly necessary to provide a requested service.

6. Who we share your personal data with

We may share personal data with service providers who help us operate the site or run the business, including:

  • website hosting and technical support providers;
  • Google (for Google Analytics, if enabled);
  • Meta (for Meta Pixel, if enabled);
  • LinkedIn (for LinkedIn Insight Tag, if enabled);
  • Hotjar (for behavioural analytics, if enabled);
  • HubSpot (for forms, CRM, analytics or communications, if enabled);
  • Calendly (for booking pages or embedded scheduling, if enabled);
  • Google/YouTube (for embedded video content, if enabled);
  • legal, tax, accounting or other professional advisers;
  • regulators, courts or public authorities where required.

We do not sell personal data.

7. International transfers

Some of our service providers may process personal data outside the UK. Where this happens, we rely on appropriate safeguards required by applicable data protection law.

8. How long we keep personal data

We keep personal data only for as long as reasonably necessary for the purpose for which it was collected, including to satisfy legal, regulatory, tax, accounting or reporting requirements.

You should update the following examples to match your actual practice:

  • website enquiry data: up to 24 months after last meaningful contact;
  • analytics and cookie data: according to the relevant tool or cookie duration;
  • client and engagement records: for the duration of the relationship and a reasonable period afterwards.

9. Your rights

Subject to applicable law, you may have the right to request access, correction, erasure, restriction, objection, data portability, and withdrawal of consent where consent is the basis of processing.

To exercise any of these rights, contact privacy@ds-x.co

You also have the right to complain to the Information Commissioner's Office (ICO).

10. Cookies and similar technologies

We use cookies, pixels, tags, local storage and similar technologies on the site. This may include:

  • essential cookies needed for the website to function;
  • analytics cookies from Google Analytics;
  • advertising/measurement technologies such as Meta Pixel and LinkedIn Insight Tag;
  • behavioural analytics technologies such as Hotjar;
  • form, CRM and chat-related cookies from HubSpot, depending on setup;
  • cookies and related technologies used by Calendly booking pages and YouTube embeds where those services are loaded.

Non-essential cookies and similar technologies should only be used where you have given consent. Please see the Cookie Policy for more detail.

11. Security

We use appropriate technical and organisational measures intended to protect personal data against unauthorised access, loss, misuse or alteration.

12. Third-party links and services

Our website may link to or embed third-party services. Those third parties have their own privacy and cookie practices, and you should read their notices where relevant.

13. Changes to this policy

We may update this Privacy Policy from time to time. The latest version will always be posted on this page with the revised "Last updated" date.