Digital transformation, technology trends, and regulatory environments are driving competition in Telecommunications, Media and Entertainment, and Technology industries. To stay ahead, leaders at these organizations are adopting business strategies that are built on a responsive data strategy. This white paper focuses on some of the most important technology trends and their implications on the evolution of data management to connected customer data. In addition, this paper reveals important use cases that enable organizations to take maximum advantage of an agile and scalable connected customer data.