the case when we utilise data from our offerings (products, services, and digital solutions such as apps, cloud services, and websites) to analyse usage and customer behaviour/interactions, which we then use to create value for both our customers/users and Grundfos by improving our offerings (added features, performance optimisation, personalised user experience, technical maintenance, etc.). We also rely on our legitimate interests when we utilise data for personalising our marketing, sales and other customer initiatives through profiling, choice of marketing/sales channels, etc. It is e.g. also the case when we invite you to participate in a survey, or when we seek to establish, exercise or defend legal claims. The internal purposes listed above under each category are based on our legitimate interests, unless specifically based on contract or legal obligation. These legitimate interests are deemed not to be overridden by the interests or fundamental rights and freedoms of you as a data subject – in this regard we emphasise that our pursuit of legitimate interests is also to the benefit of you as a customer, user, marketing recipient, supplier, and website visitor.
What is the lawful basis of the processing of my data? 
We also rely on our legitimate interests when we utilise data for personalising our marketing, sales and other customer initiatives through profiling