A business must know their audience. The risk starts when a business does not have customer insight, disorganized measurement systems. According to a research, more than half of direct traffic comes from organic search, but due to browser issues, Google may not be able to detect this. It's important to accurately pinpoint the traffic's source and medium (organic search (organic), cost-per-click paid search (CPC), and web referral (referral)). To know about referral traffic, read : http://www.skyword.com/contentstandard/enterprise-marketing/how-to-deal-with-direct-traffic-source-data-in-your-content-analytics/