Gregory's Server@Fragarach @neil Is this kind of data processing and analysis what the "legitimate interest" reason is for, rather using it as an excuse to send you marketing emails you don't want or to display you adverts on the internet for things you already bought? Yes.
It would be very hard to argue that I don't have a right to work out where my customers are from and to use that information to make decisions; I have a legitimate interest in it.
@Fragarach @neil What the ICO needs to do it put on its big boy trousers and start handing out the biggest fines it is allowed - which are big - £17.5 million or 4% of global turnover, whichever is larger - until people stop abusing "Legitimate Interest" reason by processing data in ways people would not reasonably expect and would object to if they knew about.