Good reporters listen to their readers. Good web analytics professionals listen to their audience. After you send out your web analytics report, you should work hard to get feedback.
Good reports tell a story. When you are designing your web analytics report, think about the story you are going to tell when you present it to your audience. Even if you are simply emailing it to them – design it as if you were going to stand up in front of your audience and present it.
Web analytics needs an audience to be useful. For, as a great philosopher once asked, “If a tree falls in a forest and no one is around to hear it, does it make a sound?”. Analogously, we may ask, “If you get great insights from Google Analytics, but no one is paying attention, do you make an impact?”.