If you're still using a free analytics system on a high-volume site with a huge amount of products, it's nearly impossible to see where the traffic split is happening between typed-in traffic, free search traffic, and/or paid traffic.
This especially becomes important when you're competing in a very aggressive market and you need to expand the resources for your team. In most cases, you'll wind up having two competing teams -- one trying to drive paid search at the lowest cost versus the natural search team trying to drive nothing but free traffic.
A split between these segments is very important. A lack of clarity will really hurt your business and you won't be able to see if problems are occurring.
See the full story at: http://searchenginewatch.com/3632742
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