Timeworn approaches to classic information problems aren’t working and require innovation, according to a new report by Ted Friedman, vice president of research at industry analyst firm Gartner.

Data challenges include massive growth in data volumes and diversity of information outside traditional IT systems, such as unstructured data and social media data. IT desires to introduce this information to the enterprise and leverage it, but the problem is that “the velocity of information is changing rapidly, and organizational cultures struggle with not being information-centric,” Friedman says.

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