Telecom companies possess data that is as rich as Google’s and Facebook’s. They are also trusted utilities to the end consumer. They provide the core infrastructure on which most Internet content companies run their businesses, meaning that they are also burdened by the associated costs. They must deploy a cloud data management platform that ensures their vast collection of sensitive data is secured, and that this infrastructure can scale up or down seamlessly depending on their need. They need to connect their various data types in a way that allows the creation of monetizable audiences. They must also govern that data so that the data can become actionable without putting the company in jeopardy.