Enterprise chief marketing officers see the future in big data and 94% say it's a make-or-break practice, but 82% say their companies aren't able to use customer data that's already been gathered, according to an IBM study. The problem is that new technologies are accumulating data at a faster pace than it can be processed and understood. Nearly two-thirds of the CMOs surveyed also said social media is "evolving at a pace faster than many can cope."

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