4. Discussion and Analysis About the Link Between Business Intelligence and Web Analytics for Argos

COURSEWORK BRIEF This coursework is worth 60% of the total module mark available for this module. This is an individual piece of work. You have been asked to review and propose a course of action for a large online retailer (www. argos. co. uk) as an free web analytics consultant. Your review should let in an overview of the site, stating where and what web analytics techniques and tools you could use. Indicating the rationale for this and how it could be employ to understand visitors behaviour, clickstream, and how to improve the websites success, process and business decision making.You should also include in your overview, a discussion about how Argoss business intelligence skunk be linked to its web analytics data, providing a case for this based on academic theory. This coursework should take the form of a REPORT and should be no longer than 2500 words, excluding executive outline, tables, diagrams and references. It is expected that you provide academic support for your p roposed solutions, discussions abstract and recommendations. MARKING CRITERIA The marking criteria are the things that marks will be awarded against.They should not be seen as the structure of the report nor expected headings of your report. Executive summary introduction 10% Analysis of the ARGOS weave site 20% parole and analysis about the link between business intelligence and Web analytics for ARGOS 20% Making recommendations/suggestions for the appropriate use of Web analytics tools in night club to understand the visitors behaviour, improve the Web site usage and business performance 30% Conclusions 10% Choice of references properly cited within the work 10%