How much did they make selling the data?

If it's greater than the fine, and they suffer no other consequences (e.g. nobody goes to jail) then the fine is just cost-of-business.

The fine must be greater than what they made, AND some executives or management needs to be held responsible - at least fired.

Otherwise it will just keep happening.

Even better, the fine should be a percentage of the whole annual company revenue. So the action cannot be evaluated with an isolated break-even calculation.

Exactly. If a shoplifter only paid a small percentage for stolen goods it would become a great career same as surveillance capitalism.