Learning outcomes addressed

1.Formulate and develop a Web analytics & business intelligence strategy.

  1. Understand and apply Web analytics & business intelligence concepts, paradigms, frameworks, methods and software
  1. Analyse and critically evaluate digital analytics outputs and reports.
  1. Propose Web analytics & business intelligence solutions to business problems, and critically examine and evaluate a business response to the information obtained from digital.


This coursework is worth 50% of the total module marks available for this module. This is an individual piece of work.

You have been asked to review and propose a course of action for https://www.johnlewis.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.

You should also include in your overview, a discussion about how https://www.johnlewis.com business intelligence can be linked to its web analytics data, providing a case for this based on relevant theories, frameworks and/or architecture.


  • A title page, executive summary and introduction
  • Analysis of https://johnlewis.com Web site
  • Discussion and analysis about the link between business intelligence and Web analytics for https://johnlewis.com
  • 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 https://www.johnlewis.com

  • Conclusions
  • References


Your report should be approximately 2,000 words 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.

Marking Criteria

Coursework#2 End-of-Module Assignment

The mark allocation will be balanced for each of the elements mentioned in the coursework#2 (end-of-module assignment) requirements and will also consider the items listed in the following table.

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


Analysis of https://www.johnlewis.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.

Discussion and analysis about the link between business intelligence and Web analytics for https://www.johnlewis.com

Integration and combined use of business intelligence and Web analytics; supplementing each other; diverse sources of data and

information; decision support.

Making recommendations/suggestions for the appropriate use of relevant paradigms, frameworks, models and Web

analytics tools in https://www.johnlewis.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.


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.


The use of scientific literature and Web resources; references are cited and listed correctly; sources of information are

acknowledged properly; appendices are used appropriately.

Structure and presentation

Report structure; logical follow; presentation; use of English and


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