If I understand correctly, finishing the last citation with:

"[in order to continue proving a service] to you."

would at least resolve the problem of retaining user data indefinitely, but I also totally agree with the free interpretation of "Conducting research and analysis".

Also, because Profitwell is available to customers in Europe, it will soon have to align with GDPR requirements (which also includes the right to being forgotten), even if it's not a European company or otherwise face fine risks.