Back in the day when we old analytics folks looked at the launch of Google Analytics, it was clear that the mass approach will come with a few downsides. One of those downsides that Google Analytics and many other analytics solutions faced, was the fact that user decisions happen via multiple touch points and not via a single action. Only Coremetrics was able to offer that, which is why many online retailers decided to got that route. Times have changed......now Google Analytics is offering multiple touch points analytics and with the seamless integration of Adwords it's a huge improvement for any Google Analytics user.
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