New media disruptors (Apple, Google, Facebook, Amazon, and Netflix) are applying pressure on the traditional media and entertainment ecosystem. In addition, consumption and demographic changes (including cord cutting, over-the-top (OTT) platform adoption, and millennial maturing) have accelerated changes to traditional media go-to-market models. 

Cable networks are in a transformative phase. Traditional organizations tend to have too many versions of who their customers are, what products they have purchased and what price they paid. The ability to surface and rationalize their customer, pricing, and product masters will provide the basic understanding necessary to drive significant changes. CIOs of these organizations are under increasing pressure to ensure that their technology infrastructure and capabilities are nimble and ready for these new market opportunities, to have better customer understanding.