You have been asked to review and propose a course of action for Burberry, uk.burberry.com, as an independent web analytics consultant.
Your review should include an overview of the site, stating where and what Web analytics paradigms, frameworks, models, 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 Website’s success, performance and business decision making.
Your report should be approximately 2,000 words (±10%) in length (excluding references, illustrations such as diagrams, charts and pictures, and appendices) and should be presented in a report format including title page, executive summary, content page, main body of your report, conclusions, acknowledgments if applicable, references, and appendices.
You should also include in your overview, a discussion about how uk.burberry.com business intelligence can be linked to its web analytics data, providing a case for this based on relevant theories, frameworks and/or architecture.
HARVARD REFERENCING
THE FOLLOWING KEY ELEMENTS MUST BE COVERED:
1 A title page, executive summary and introduction
2 Analysis of uk.burberry.com Web site
3 Discussion and analysis about the link between business intelligence and Web analytics for uk.burberry.com
4 Proposing and justifying the appropriate use of relevant paradigms, frameworks, models, and Web analytics tools in order to understand the visitors’ behaviour, clickstream, improve the Web site usage and business performance, and support decision making for uk.burberry.com
5 Conclusions
6 References

Marking criteria
Elements and marking criteria Mark allocation
A title page, executive summary & introduction. Title page. Clear and concise executive summary. Clear
introduction with background; clear aims, goals, objectives, or
purposes. 5%
Analysis of uk.burberry.com Web site
Critical analysis of business goals, strategies, Web site design
and usability. Appropriate application of relevant theories and
frameworks. Critical argument. Independent thought. Identify the
problems. Establish the needs for Web analytics and business
intelligence. 15%
Discussion and analysis about the link between business
intelligence and Web analytics for uk.burberry.com
Integration and combined use of business intelligence and Web
analytics; supplementing each other; diverse sources of data and
information; decision support. 20%
Making recommendations/suggestions for the appropriate
use of relevant paradigms, frameworks, models and Web
analytics tools in uk.burberry.com in order to understand the
visitors’ behaviour, improve the Web site usage and
business performance
Propose and recommend the use of Web analytics paradigm,
theories, frameworks, models and software tools for collecting, measuring, analyzing and reporting relevant Internet data. Clear
evidence of how your ideas and critical thinking contribute to the
topic, built upon appropriate research, extensive reading, synthesis of literature and reflection. Indication of originality in
sound recommendations or suggestions. Good practical
implications. Thorough flow and cohesion of argument. 35%
Conclusions
Conclusions are relevant and well formulated. Refer to the
background, aims or purposes. Make coherent links with your
analysis suggestions. Summing up. Inference. Reflection. Critical
thinking. Further work. 10%
Referencing
The use of scientific literature and Web resources; references are
cited and listed correctly; sources of information are
acknowledged properly; appendices are used appropriately. 10%
Structure and presentation
Report structure; logical follow; presentation; use of English and
illustrations. 5%