For telecommunications companies, the customer is everything—and competition for those customers is fierce. Today’s telcos are battling for customers on multiple fronts, against traditional competitors, new market entrants and over-the-top (OTT) mobile app providers. Their best weapon? Their data. Telcos collect vast amounts of online and offline customer data that can help them improve customer acquisition, increase customer profitability and reduce customer churn—provided they know how and where to look.