I loved reading Archie comics when I was young, and now with the revival of the characters in the new Netflix series Riverdale, I am reminded of the differing personalities of Betty and Veronica. Veronica was the cartoon character that was rich and cared about money and popularity. Betty was the girl next door who helped out, obliged and genuinely wanted to be nice. Put in business terms: Veronica chased revenue. Betty was all about customer engagement.
In my mind, there are two key ways to mess up website reporting: No reporting at all and Useless reporting. The difference between web reporting and web analysis is simple: interpreting data, understanding context and recommending actions based on the data. This takes a completely different set of skills than simply pulling data and producing reports.