Dell,
good questions, thanks !
>>What kind of a timeframe is this data based on?
- 1 year, so it includes the full cycle of (higher education) activity.
>>Are some of their needs being met by scheduled reports?
- we don't do scheduled reports . . . 
.
>>Who is your target audience? Do they have a need for the data you're providing to them?
- Target audience for the stats themselves is IT Management, to show the extent of usage (or not) of reports
- Target audience for those actually running the reports are your typical users, some running standard reports and some running ad-hoc.