 2. HOW DO WE USE INFORMATION? Groundspeak will use your information collected in connection with our services, which may include your name, e-mail address, or other information unique to you: For the purpose for which you gave it to us, such as account registration, Premium membership or Shop Geocaching purchases For our own internal business purposes, such as analyzing the use of our services via Google Analytics and Quantcast, market research, and website and mobile application optimization. To communicate with you about new products and services, to share information with you about our existing products and services, such as through our Geocaching and Shop Geocaching newsletters and other emails and to keep you informed of developments in geocaching and location-based entertainment-related activities. To verify your identity. To provide customer service and review issues with your account or your use of our services. To allow you to share your experiences using our services with others. To update you on changes to our services, this Privacy Policy or our Terms of Use and other administrative communications. To authorize payment, whether through secure third party credit card processing gateways or through other payment methods. To improve our products and services. To customize the content available through our services. To allow you to login, share information or ""like"" us through a social network site account, such as Facebook and Twitter. To create a convenient and easy-to-use shopping process on Shop.Geocaching.com that includes an online shopping cart. To restrict access to our services or communicate with users who have violated our Terms of Use Agreement or otherwise violated our rights or the rights of others. 