Privacy policy
Last updated
Your data stays yours. This policy explains, in plain English, what we collect on this website, why we collect it and what you can ask us to do with it. It takes effect on October 9, 2026.
Our experience
Who we are
This website, aboveaverageconsulting.com, is run by Above Average Consulting, the strategy and marketing consultancy of Matt Perry. Above Average Consulting is a trading name of BPWB LLC, a California limited liability company. In this policy, “we”, “us” and “our” mean Above Average Consulting. “You” means anyone who visits the site or contacts us through it.
This policy covers the website and the emails we send from it. Paid client work is covered by the written agreement for that work.
Our data stance
Your data stays yours. We work in your accounts where we can, and we never use client data to train AI models.
We do not sell personal information, and we do not share it for targeted advertising.
The short version
- We only collect what you type into our forms, your answers to the Next Moves check, and the technical basics any website needs to work.
- The Next Moves check does not ask who you are. If you then ask for the emailed report, your answers are linked to the details you give us.
- The newsletter is double opt-in. Nothing arrives until you click the link in the confirmation email. Emails about our services are a separate, optional choice.
- We use a small number of service providers, listed below, to host the site, run our CRM and send email.
- You can ask to see, correct or delete your information at any time by emailing matt@aboveaverageconsulting.com.
What we collect and why
When you ask for a call
The form on our Book a call page asks for your name, work email address, company (optional) and a short message about what you want to get done.
Along with the form, we record the page you sent it from, the date and time, the type of browser you used (the “user agent” your browser sends) and the country your request came from, which our host works out from your connection.
We use this to reply to you, arrange a call, understand what you need and keep a record of our conversation. We store it in our own database, add it to our CRM and send ourselves an alert so we can reply quickly.
When you book a call online
If you book a call using the online calendar on our Book a call page, the calendar is provided by Cal.com. It only loads after you choose to open it. Cal.com receives the details you enter, which are your name, your email address and your answer to the question about what you want to get done in the next 90 days, along with the time you choose. It also receives your IP address and browser details when the calendar loads. Cal.com sends you the booking confirmation.
Cal.com then sends the booking details to us. We store them in our own database and add your name and email address to our CRM with a note that you booked. If you have asked for a Next Moves report with the same email address, booking a call stops the follow-up emails about your result.
When you use the Next Moves check
The Next Moves check asks multiple-choice questions about your business. It does not ask for your name or email address.
When your result appears, we save an anonymous record of your answers and result: the options you picked, your scores, how long the check took, the page you used, the country your request came from, any timing answer you give, and whether you clicked a booking button. We do not store your IP address or set cookies for this record. We use these records to understand how the check is used and to improve it.
While you are answering, your browser keeps your progress in its own session storage, so a page reload does not lose your answers. That copy stays on your device and is cleared when you close the tab.
If you use the share button, your answers are written into the link itself, after the “#” sign. Browsers do not send that part of a link to our server, but anyone you give the link to can see the result it shows.
When you ask for your Next Moves report
To email you a report, we ask for your first name, email address and company, and optionally your role. You can also tick a separate, unticked box to join the newsletter.
Once you submit this form, your report request is linked to your answers from the check, so that record is no longer anonymous. We use it to:
- email you your report, with a private link to view it online;
- send you a short series of follow-up emails about your result, each with a way to stop them;
- add you to our CRM with your result, so we have context if we speak; and
- decide which requests to follow up on first, based on things like your result, the timing you chose, your role and whether you clicked to book a call. This only affects the order in which we reach out. It does not decide anything else about you.
Your report link is private but not password protected. Anyone with the link can see your first name and your result, so please do not share it unless you are happy for them to see it. Report links stop working 12 months after we send them; after that you can take the check again.
When you join the newsletter
To subscribe to Above the Line, our newsletter, we ask for your email address. We send a confirmation email first, and you are only subscribed once you click the link in it.
The signup form has a separate, unticked box for occasional emails about our services. We only send you those if you tick it.
We record the exact wording you agreed to, its version, the date you signed up and confirmed, and the page you signed up on. This lets us show what you agreed to and when.
Every newsletter includes an unsubscribe link, and supporting email apps also show a one-click unsubscribe button. When you unsubscribe, we keep a short record of your email address and the date, so we do not email you again by mistake.
Keeping out spam
Our forms include a hidden field that only automated bots fill in. Submissions that fill it in are discarded.
We may also use Cloudflare Turnstile on our forms to check that a person, not a bot, is sending them. To do this, Cloudflare receives technical information from your browser, including your IP address.
When you email us
If you email us directly, we keep your message and our reply so we can help you and keep a record of the conversation.
What any website receives
Like every website, ours receives your IP address and basic browser information each time a page loads. Our hosting provider, Cloudflare, uses this to deliver pages, keep the site secure and keep basic logs that help us fix problems.
What we don’t do
- We don’t sell personal information.
- We don’t share it for targeted or cross-context behavioral advertising.
- We don’t use client data to train AI models.
- We don’t ask for sensitive information, such as health or financial details, on this website. Please don’t include it in a message.
Legal bases for visitors in the UK and EU
If you are in the UK or the European Economic Area, these are the legal bases we rely on:
- Replying to you, arranging a call you book and sending a report you asked for: taking steps at your request before a possible contract, or our legitimate interest in answering enquiries.
- The newsletter and emails about our services: your consent, which you can withdraw at any time.
- Analytics cookies: your consent.
- Anonymous Next Moves records, security and spam prevention: our legitimate interest in running and improving a safe website.
- Keeping records we need for legal or tax reasons: our legal obligations.
Who we share it with
We use a small number of service providers to run the site and our business. They may only use your information to provide their service to us.
| Provider | What they do for us | What they receive |
|---|---|---|
| Cloudflare | Hosts the website, our database and our server code; protects the site from attacks; runs Turnstile if it is switched on | Everything you submit through the site, plus your IP address and browser details |
| Our CRM provider (GoHighLevel) | Keeps our contact records. It does not send our emails | Your contact details, your Next Moves result, any message you send with a call request, and your email preferences |
| Resend | Sends the emails this website sends, including newsletter confirmations, your Next Moves report and its follow-ups, and our own alerts about new requests | Your name and email address, and what each email says, which can include your Next Moves result or the details you sent us |
| Cal.com | Runs our online booking calendar and sends booking confirmations, if you book a call through it | Your name, email address, your answer to the booking question, the time you choose, and your IP address and browser details |
| Google Analytics | Measures how the site is used, but only if you allow analytics cookies | Pages viewed, events such as finishing the Next Moves check, and device and browser details |
We may also share information:
- with our professional advisers, such as lawyers and accountants, under a duty of confidentiality;
- if the law requires it, or to protect our rights, our users or the public; and
- with a buyer or successor if the business is ever sold or reorganized, under the same protections described here.
Cookies and similar technology
Our website does not set any cookies of its own. It remembers your analytics choice (accept or reject) in your browser’s local storage, so we don’t ask again on every page. When you send the booking form, it also keeps a short note in your browser’s session storage so the confirmation page can count the request once; the note holds no personal details and is deleted when it has been read or when you close the tab.
The Next Moves check uses your browser’s session storage to remember your answers while you work through it. That information stays on your device and is cleared when you close the tab.
If you open the online booking calendar, it is a Cal.com page, and Cal.com may set its own cookies or use similar technology there. Their use is covered by Cal.com’s own privacy policy.
If you choose to allow analytics, Google Analytics sets its own cookies, named _ga and _ga_ followed by an ID, to tell repeat visits apart. They are only set after you agree, and you can change your choice at any time using the cookie preferences link in the footer.
If your browser sends a Global Privacy Control signal, we treat it as a choice to refuse analytics cookies, and we don’t show you the cookie banner.
Your browser may send a “Do Not Track” signal. There is no common standard for how websites should respond to it, so we don’t change what we do when we receive one. We don’t track you across other companies’ websites.
How long we keep it
| Information | How long we keep it |
|---|---|
| Call requests and messages | 3 years after our last contact. If you become a client, the records of our work together are kept under our written agreement, not on this website |
| Calls booked through our online calendar | 3 years after our last contact |
| Anonymous Next Moves records | 24 months, or as long as a report request linked to them is kept |
| Next Moves report requests | 2 years after our last contact |
| Next Moves report links | They stop working 12 months after we send them |
| Newsletter signups never confirmed | 30 days |
| Newsletter subscriptions | Until you unsubscribe |
| Record that you unsubscribed from the newsletter, and of what you agreed to | 3 years after you unsubscribe, so we can respect your choice and show your consent |
| Record that you stopped Next Moves follow-ups | Kept with your report request, for as long as that is kept |
| Google Analytics data | 14 months |
We may keep information for longer if the law requires it or if we need it to resolve a dispute.
How we protect it
Your information is sent over an encrypted connection and stored with providers that use industry-standard security. Report links and unsubscribe links use long random codes that cannot be guessed. Inside our business, only Matt Perry and people who help him under a duty of confidentiality can see what you send us.
No system is perfectly secure. If something goes wrong that affects your information, we will tell you where the law requires it.
Your choices and rights
You can ask us to:
- tell you what personal information we hold about you and give you a copy;
- correct information that is wrong;
- delete your information;
- stop sending you newsletters or other emails; and
- stop using your information in a particular way.
To unsubscribe from emails, use the link at the bottom of any email. For anything else, email matt@aboveaverageconsulting.com from the address you used with us, so we can confirm the request is yours. If you write from a different address, we may ask a few questions to confirm who you are.
We will reply within one business day to confirm we have your request, and we will complete it within 45 days. If we need more time, we will tell you why. We will not treat you differently for using any of these rights.
You can ask someone else, such as an authorized agent, to make a request for you. We may ask for proof that they are allowed to act for you and may need to confirm your identity with you directly.
If you are in the UK or the EU, you also have the right to object to how we use your information, to ask us to limit its use, to receive it in a portable format, and to complain to your local data protection authority.
Do Not Sell or Share My Personal Information
We do not sell your personal information, and we do not share it for cross-context behavioral advertising. We have not done so in the past 12 months. Because of this, there is nothing you need to opt out of. If that ever changes, we will update this policy first and give you a way to opt out.
This section is our notice for California residents under the California Consumer Privacy Act, as amended by the California Privacy Rights Act.
What we have collected in the past 12 months
| Category | Examples | Where it comes from |
|---|---|---|
| Identifiers | Name, email address, IP address | You, and your browser |
| Professional information | Company, role, team size | You |
| Internet activity | Pages visited, answers to the Next Moves check, clicks on booking buttons, browser type | Your browser, and you |
| General location | The country your request came from (never your precise location) | Worked out from your connection |
| Inferences | Your Next Moves score and profile, and the priority we give your follow-up | Created by us from your answers |
We do not collect sensitive personal information as defined by California law.
Why we use it and who receives it
We use each category for the purposes described in “What we collect and why” above. We disclose these categories to the service providers listed in “Who we share it with” so they can provide their service to us. We do not disclose them to anyone else for their own purposes.
We keep each category for the periods set out in “How long we keep it.”
Your California rights
You have the right to know what personal information we collect, use and disclose; to get a copy of it; to correct it; to delete it; to opt out of its sale or sharing; and not to be treated differently for using these rights. To use any of them, see “Your choices and rights” above, or email matt@aboveaverageconsulting.com.
Children
This website is for businesses and the people who run them. It is not meant for anyone under 18, and we do not knowingly collect information from children. If you think a child has sent us information, email us and we will delete it.
Visitors outside the United States
We are based in the United States, and our service providers store and process information in the United States and other countries. If you visit from elsewhere, including the UK or the EU, your information will be processed in the United States, where privacy laws may differ from those where you live. Where the law requires it, we rely on the safeguards our providers offer for these transfers.
Changes to this policy
If we change this policy, we will post the new version here and update the date at the top. If a change materially affects how we use information we already hold, we will tell you by email or with a notice on the site before it takes effect.
Contact
Email matt@aboveaverageconsulting.com with any question about this policy or your information. We reply within one business day.