Privacy
This explains what information we collect, why, who else sees it, and what you can ask us to do about it. We've written it in plain English deliberately. If anything here is unclear, email info@dynamicstech.co.uk and we'll explain it properly.
Last updated: 20 September 2026
Who we are
Dynamics Tech is a trading name of MUSK Tech Group Limited, registered in England and Wales, company number 16496635, registered office Unit A, 82 James Carter Road, Mildenhall, Bury St. Edmunds, England, IP28 7DE. We are the data controller for the information described here. MetricDNA is a project identity of the same company; MUSK Tech Group Limited is also the controller for the MetricDNA First Proof processing described below.
Contact: info@dynamicstech.co.uk
What we collect, and when
When you use the free local report tool. Your name, email address and the business details you enter.
When you book a Business Improvement Review. Your name, business name, email address, phone number and website address, taken at booking. Card payments are handled by a payment provider — we never see or store your card details.
When you complete the briefing form. Your answers about how your business operates: what it does, where customers come from, which channels you advertise, what you think the problem is, how the day runs, your ambitions and constraints, and your preference about what shouldn't be changed. Plus the permissions you give us.
During the review itself. Notes from our call, and observations we make about information that is already publicly visible — your website, your Google Business Profile, your listings, your public reviews. Where you have authorised it, the result of one clearly labelled test enquiry sent through a channel you advertise. Where you are an existing client and have granted access, information from systems you have connected to us, such as analytics or your Microsoft 365 configuration.
When you contact us or subscribe. Whatever you send us, and your email address.
When you visit the website. See our cookies notice.
Why we use it, and on what basis
- To deliver the review or service you've bought — because we have a contract with you.
- To respond to enquiries — because it's in our legitimate interests to answer people who contact us.
- To keep records of what we advised and why — because we have a legitimate interest in being able to stand behind our own judgements, and in some cases a legal obligation to keep business records.
- To send you things you asked to receive — because you consented, and you can withdraw that at any time.
We do not sell your information. We do not share it for anyone else's marketing.
Who else sees it
We use specialist providers to run our business. They only receive what they need, and only to provide their service to us. The categories are:
- a cloud productivity provider (email, calendars, booking, file storage and meetings)
- a payment provider
- a customer records provider
- an AI provider, under commercial terms which mean your information is not used to train models
- local search and online listing data providers, where your review covers how customers find you
- security and backup providers, where your service includes protecting your systems
- a website hosting and content provider
Some of these operate outside the United Kingdom, including in the United States and Canada. Where information is transferred internationally, it is done under the safeguards required by UK data protection law.
If you'd like to know exactly which providers we use, email us and we'll tell you. We're not hiding anything — a privacy notice is just a poor place for a supplier list.
About the AI we use
Research and analysis for your review are supported by supervised AI, under commercial terms which mean your information is not used to train models.
No recommendation in your report is made by anything other than a person. Every judgement is Mark Kemp's, and his name is on it.
Where practical we use a client reference rather than your business name, and we remove personal contact details before anything is analysed. We never send credentials, payment details, health information or staff HR matters to any AI system.
How long we keep it
- Review records — the briefing form, evidence, notes and your report: six years from delivery, so we can stand behind the judgement we gave you and meet our record-keeping obligations.
- Free report enquiries — two years, unless you become a client or ask us to remove them sooner.
- Marketing contacts — until you unsubscribe, then we keep a minimal record so we don't contact you again by mistake.
- Payment records — as required by tax law.
Your rights
You can ask us to: show you what we hold · correct anything wrong · delete it · limit what we do with it · send it to you or someone else in a usable format · stop using it for our legitimate interests · withdraw consent you previously gave.
Email info@dynamicstech.co.uk and we'll respond within one month. There is no charge.
If you're not satisfied with how we've handled it, you can complain to the Information Commissioner's Office at ico.org.uk or 0303 123 1113.
MetricDNA First Proof technical pilot
This section applies only to the MetricDNA First Proof. It does not change anything above about clients or visitors to this website.
Who is responsible. MUSK TECH GROUP LIMITED (company number 16496635), trading as Dynamics Tech, operates the MetricDNA First Proof technical pilot and is the data controller for it. MetricDNA is a project identity of the same company, not a separate legal person. We are a private company, not a public authority, and the pilot is not carried out on behalf of, or endorsed by, any of the bodies whose documents it uses.
What the pilot is. It tests an evidence and provenance system against historical UK public-sector documents about one public transport-delivery commitment: the Crossrail / Elizabeth line commitment selected for the First Proof. It is designed around institutional evidence, not individual profiling.
Information we may use. The source material is official or publicly issued institutional material. It may incidentally contain professional information about identifiable people, such as:
- names of public officials or institutional signatories
- official job titles and roles
- official attributed statements
- authorship or signatory information needed to understand or verify a public record
We do not use the First Proof to build personal profiles, infer private political beliefs, evaluate citizens, make employment, credit or benefits decisions, or make any other solely automated significant decision about people. Unnecessary private contact details and unrelated personal information are excluded or minimised. We do not intentionally process special-category or criminal-offence information; if that ever became necessary, the processing would stop until the position had been formally reassessed.
Where it comes from. Selected official and public material, including legislation and institutional publications from bodies such as the Department for Transport, Transport for London / Crossrail and the National Audit Office. We did not obtain it from you directly. The fact that information is already public does not take it outside UK data protection law, and we do not treat public availability as an exemption from our obligations.
Why we use it. To test and verify whether MetricDNA can accurately:
- preserve source attribution and provenance
- extract and structure evidence
- support human validation and independent review
- reproduce governed calculations and results
- record corrections and changes without silently rewriting history
Our lawful basis. For incidental personal information used in this bounded pilot, our working lawful basis is legitimate interests under Article 6(1)(f) UK GDPR. Our legitimate interest is testing and verifying the reliability, auditability and operational viability of the MetricDNA evidence system against real historical institutional material. We have documented a legitimate interests assessment covering purpose, necessity, proportionality, reasonable expectations, impact and safeguards. We do not rely on the public-task basis.
Human oversight and AI. AI tools may assist with parsing, extraction, classification and analysis. AI does not have authority to validate evidence, approve a protected review or authorise publication, and it makes no evaluative decision about a person. The First Proof uses explicit human validation and a separate independent human review before any protected output.
Sharing and service providers. Information may be processed using the approved business technology, cloud and AI service providers needed to operate the pilot, in the categories and under the international-transfer safeguards described in "Who else sees it" above. We do not sell First Proof personal information or disclose it for third-party advertising.
How long we keep it. There is no fixed period. We keep personal information only while it remains necessary for the First Proof validation, independent review, reproducibility and acceptance checks, and any directly related correction or challenge. At each completion or release gate we review whether personal identifiers are still necessary for lawful provenance, and remove or minimise those that are not.
MetricDNA keeps an append-only integrity record. That is not a blanket exemption from your rights: where a correction or objection affects recorded provenance, we record the correction, supersession, withdrawal or replacement rather than silently rewriting history, and source material held outside the integrity record is minimised or removed where the decision requires it.
Your rights. Depending on the circumstances, UK data protection law gives you rights including access, correction, restriction, objection and, in some cases, erasure. Because we rely on legitimate interests, you can object to our use of your personal information. We will assess an objection on its facts rather than assuming either automatic deletion or automatic retention. Email info@dynamicstech.co.uk; the response time, the absence of any charge and your right to complain to the Information Commissioner's Office are as set out under "Your rights" above.
Changes
If we change this notice we'll update the date at the top. If a change materially affects people whose information we already hold, we'll tell them.