Ann: SkyFii Signs TSA with Wests Ashfield Leagues, page-17

Wini, SKF don't own the data at all. What SKF can retain at the end of the contract, however, is the broad analytics.
Data= my profile ie email address, gender, age etc
Analytics = overall movements and frequency of customer movements etc.
This is annomalised

In other words SKF dont have the right to any of the profile data ( to onsell or directly market to), but they can sell insights to third parties about the aggregated movements and frequency etc of all the customers, but not individually.