Web analytics data should be used for recommendations, not for reporting.
We should always keep this in mind:
“Data are not taken for museum purposes; they are taken as a basis for doing something. If nothing is to be done with the data, then there is no use in collecting any. The ultimate purpose of taking data is to provide a basis for action or a recommendation for action. The step intermediate between the collection of data and the action is prediction.”
(D. Edward Deming, 1942)
Too often, web analytics stops where it should just begin: A lot of energy is spent on collecting data.
Sometimes it is used as a basis for action and recommendations. But almost always the intermediate step of prediction is bypassed.