In a column by Nick Turner of Bloomberg News, shoe maker and fitness company Baltimore based Under Armour revealed its fitness app was hacked. In 2015, Under Armour bought the software company MyFitnessPal in an effort to become the biggest tracker of fitness information. The idea was to expand on the company’s roots in athletic apparel and accessories.

The good thing is million of people use it, the bad thing is owning an data-centric business meant the information was vulnerable. Under Armour has enlisted security firms to help with its investigations and to beef up security. In the meantime it is asking users to change their passwords.

All companies collect data, it helps them make decisions. At issue is how is the data protected so only the company can use the data. In Under Armour’s case it appears they are doing the correct thing, however the stock price did fall 5% until they announce they have implemented tighter security controls of their information.

Linking to dividend paying stocks, all companies deal in data – big data and the more information they can collect the more they can use it for one purpose or another. There is no easy method except to note if there is a breach of data, the stock should fall at least 5%. What the company does about it, will determine the next direction of the stock.

There are more questions than answers, till the next time – to raising questions.