definiens: means all data, reports, records and materials in the possession or control ofGSK or its agents that relate to Ivory, which includes, but is not limited to, all such datawhich were provided to or generated by [COMPANY] and/or its Affiliates or its agents pursuant theDesignated [COMPANY] Activities as well as any other commercial and non - commercial activitiescarried on by [COMPANY] and/or its Affiliates with respect to Ivory solely in the Collaboration Scopeunder the Collaboration Agreement or this Agreement, such as scientific and commercialmaterials, customer data relating to Ivory Detailing or other customer related activities ( e.g.,Physician personal data ), market research information and any on - going patient researchcarried out by or on behalf of [COMPANY] or its Affiliates . For the avoidance of doubt, shall not include any of the foregoing categories of information to the extent it was inGSK ’s possession prior to the Effective Date of the Collaboration Agreement ( except to theextent used by [COMPANY] under the Collaboration Agreement, provided that [COMPANY] shall have theright to redact the same to exclude any information that [COMPANY] reasonably deems proprietaryto it ), or was otherwise generated by [COMPANY] outside of the Collaboration Agreement or thisAgreement