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 independent web analytics consultant. Your review should include an overview of the position, stating where and what web analytics techniques and tools you could use. Indicating the rationale for this and how it could be used to understand visitors behaviour, clickstream, and how to improve the websites success, per figureance and business decision making.You should also include in your overview, a discussion about how Argoss business intelligence can 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 summary, tables, diagrams and references. It is expected that you provide academic suppor t for your proposed solutions, discussions analysis and recommendations. MARKING CRITERIA The marking criteria are the things that tag 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 Web site 20% Discussion 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 order 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%