Review Essay for a large retailer as a web analytics consultant.

 You have been asked to review and propose a course of action for the large retailer, www.clarks.co.uk, 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 www.clarks.co.uk business intelligence can be linked to its web analytics data, providing a case for this based on relevant theories, frameworks and/or architecture. THE FOLLOWING KEY ELEMENTS MUST BE COVERED:  A title page, executive summary and introduction  Analysis of www.clarks.co.uk Web site  Discussion and analysis about the link between business intelligence and Web analytics for www.clarks.co.uk  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 www.clarks.co.uk  Conclusions  References 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, acknowledgements if applicable, references, and appendices.