Privacy

01

Data controller

Middleton Dynamics Ltd

The data controller for personal data collected through this site is Middleton Dynamics Ltd, a UK limited company, the entity through which Andy Peel operates the Keystone consulting practice.

Contact: peel_a@hotmail.co.uk

02

Analytics

Anonymous, aggregate, no cookies

The site uses privacy-respecting analytics (Plausible, Fathom or self-hosted Umami — the specific provider may change). What that means in practice:

• No cookies are set for analytics.
• No personal data is collected — visitor counts, page views, time on page, referring source (e.g. LinkedIn or search), country and device type are recorded as anonymous aggregates.
• Your IP address is processed only to derive country, then discarded — it is not stored.
• No tracking across sessions or sites. No personal profile is built.
• No data sold to third parties. No advertising network involvement.

Because no personal data is collected and no cookies are set, the site does not need a cookie banner under UK GDPR or PECR. The entire site runs cookie-free.

03

Discovery call bookings

Calendar booking data

If you book a discovery call, the booking is processed through a third-party calendar service (Calendly). When you book, that service collects:

• Your name and email address (so the meeting invitation can be sent).
• The meeting time you chose.
• Any optional notes you add to the booking.

This information is used to set up and run the discovery call, and is retained for as long as needed to manage the engagement that may follow. It is not used for marketing and is not shared with anyone outside Middleton Dynamics Ltd. You can ask for your booking data to be deleted at any time by emailing the address above.

Calendly's own privacy notice covers the calendar service itself — see Calendly's privacy policy.

04

Notify-me email signups

Optional email capture on the Downloads page

The Downloads page has an optional "notify me when new material drops" form. If you choose to enter your email there:

• Your email address is stored solely to send occasional notifications when new methodology material is published.
• Notifications are sent at most a few times a year. There is no marketing newsletter, no other content, no upselling.
• Every notification email includes an unsubscribe link. You can also email the address above to be removed at any time.
• Your email is not shared with anyone outside Middleton Dynamics Ltd.

05

Command Centre

Local browser storage only

The Command Centre saves your stage readiness state to your browser's local storage so it persists across visits on the same device. Important properties:

• The data stays on your device. It is not sent to any server.
• No account is required.
• You can clear it at any time via your browser's settings, or by clearing local storage for this site.
• If you switch devices or browsers, your saved state will not follow you — you can use the export-to-file feature in the Command Centre to move it manually.

06

Your rights

Under UK GDPR

You have the right to access, correct, or request deletion of any personal data the site holds about you (the only personal data the site might hold is your email address from the notify-me form, or your booking details if you've used the discovery call calendar). To exercise these rights, email peel_a@hotmail.co.uk.

You also have the right to complain to the UK Information Commissioner's Office (ICO) at ico.org.uk if you believe your personal data is being mishandled.

07

Updates

To this notice

If this notice changes materially, the new version will be dated and the change summarised at the top.

Last updated: 1 May 2026.