Reporting isn't sexy, so we call it 'analysis'. Analysis isn't worthy of C-level discussions so we call it insights and strategy. So, let's put some context of how each is used. Here's how I look at:
- Reporting: Give me answers to questions I already know I need answers to.
- Analysis: Tell me why what I expected to happen didn't happen.
- Insights: Tell me something I didn't know I needed to know.
If the above is a reasonable description then it should follow that the skills necessary to accomplish the tasks typically don't reside in anyone individual or even group; they are completely different.
Too bad we try to put square pegs in round holes.