I think we need all the help we can get on a Monday morning after the Super Bowl. So, I wanted to post a few good reference links I found related to using Google Analytics. If you haven't seen these two already, they are great comprehensive lists for what custom reports you can set up. Every custom report can have one or more dimensions and metrics associated so enjoy!
Tracking dimensions (text based data) - http://www.google.com/support/googleanalytics/bin/answer.py?answer=99021
Tracking metrics (number based data) - http://www.google.com/support/googleanalytics/bin/answer.py?answer=99118
Also, found an interesting post comparing the differences between Google Analytics, Omniture SiteCatalyst, and Yahoo Web Analytics - http://www.webanablog.com/2010/01/07/omniture-google-yahoo-analytics-comparison/