I agree. Even as I was preparing the video I was reading a few thoughts around the web from some others who regularly use Google Analytics and I was amazed at some of the ways they were getting value from the data.
In a way it changes the whole advertising game. Basically you do not really know how many people see a billboard or magazine ad and then purchase based on that ad. However, web analytics changes that whole game. Now you certainly do know and can measure it!
One more Tricia, which I thought would add to your points, is a post I wrote on Excel and its renewed swagger. You bring up how software does not necessarily become outdate, but its purpose refined, particularly with web based tools.
Nice video Tricia. I think more and more businesses overlook what Google Analytics can lead them into, in terms of merging data. Part of the issue is that most businesses have not seen their websites as a working asset to develop their business infromation. They just see it as website information, when merging the data with something else is a greater goal. Usually the folks with CRMs and e-Commerce gets it. But B2B still struggles.
Databases in general and relational databases in particular are intended to be most useful for knowledge representation in the context of validation -- when a theory has been formulated -- and the logical model representing it in the database can be used to validate it and further analyzed to derive additional implications of a theory.