Some companies have way too many reports. When this happens, these reports clutter inboxes and minds, preventing staff from knowing which information is important. Date rich. Insight poor.
The key performance indicators (KPI) are the precious few metrics that should drive any business. Content Scientists know what a KPI is, and make sure all of their projects are governed by them. Don't be a Report Zombie. Be a Content Scientist.
(btw, check out the zombie video to see yours truly in rare undead form.)