The cause of failure in web analytics is not tools or data. We fail at web metrics because of wrong mental models, sub optimal execution strategies and imprecise investments.
If I could summarize the philosophy I have formed from a lifetime of bruised it would be this…
The only way to succeed in Web Analytics is to: Be agile. Be flexible. Move fast.
Decisions you make today based on data you have right now will have greater impact on your business, than decisions you can make in the future based on solutions you will implement over the next eighteen months with data that will be so perfect it is as if God is speaking to you.