Among enterprises adopting social technologies for business use, there's a disparity between data accumulation and data analytics. According to this report on CRM Buyer, without basic analytics, most of the data is useless.
"This disparity between data accumulation and data analytics is temporary because as an organization accumulates customer data, without basic analytics, most of the data is useless. If you want to know who your best customers are, it's relatively easy to get a report that says who bought the most in the shortest period of time. But with analytics, you can also delve into the data to ask questions of the why and why not types, and there life gets interesting."