Historically, telecommunications companies have measured voice and data traffic for reasons related to service dimensioning and engineering management. Today, personalized devices make it possible to understand not only the requirements for the capacity needed in a network but also household and individual usage patterns. This has changed the way that companies now market their products and services and sell directly to individuals. Beyond marketing is the intimate knowledge gathered of why people do things, inferred by pattern-of-life data and metadata. This is the precise knowledge of customer behaviors, traits, habits, and characteristics.