Although 94% of the 500 surveyed CMOs believe that advanced analytics will play “a significant role in helping them reach their goals”, 82% report that their organisations are underprepared to capitalise on the huge amounts of data they hold – up from 71% in 2011.

The full report is online here – however it’s not made clear in the report whether the increase in reported unpreparedness has to do with a lack of appropriate tools or knowledge, or whether it reflects greater awareness of big data and surrounding issues.