BDO Helps Athletic Performance Mobile App Update Its Data Monetization Strategy

Background & Challenges

A global, publicly traded sports apparel and mobile fitness app company required guidance on data rights held for their retail consumers and digital users as it sought to launch a global loyalty program. The organization held various data types from multiple data sources with inconsistent data rights. They were not able to establish a Unified Consumer Profile (UCP) because of these inconsistencies and regulatory hurdles. The organization was struggling to understand the data rights it held, including whether it had the right to merge the data into a UCP. They needed help to identify available paths to leverage existing, or acquire new, data rights through legal basis or de-identification practices. 



BDO identified specific permissible data use cases based on contractual, regulatory, and consent-based modes. BDO helped the organization identify additional data right acquisition strategies that had not been previously considered. We identified paths to leverage those additional strategies, the risks related to each strategy, and provided recommendations for reducing associated risks. BDO additionally identified data rights across the organization’s data flows and unified those rights into a single “consent” parameter. We continued our support, providing oversight to data monetization initiatives encompassing the implementation of the UCP, the loyalty program, and expansion of global initiatives. 


Client Impact

The organization successfully enabled their data monetization strategy by establishing a UCP at a greater capacity than was initially thought possible based on the additional data rights acquisition strategies identified by BDO. Under BDO’s guidance, the client developed activities and procedures to align business goals with legal, contractual, and regulatory requirements, and continues to expand its program across the globe. BDO supports this client via ongoing managed services and continues to assist with the identification of additional strategies and related risks as they further expand their global operations.