1.) Define competitive intelligence analysis in terms of web analytics. Explain why a company would want to utilize this type of research.

2.) Describe 4 pieces of information you can gather about your competitors when using currently-available competitive intelligence web tools. Also include the name of a tool that provides that data. Base your answer on the different types of information collected by the tools outlined in the articles "15 Awesome Tools for SEO Competitor Analysis" and "The 12 Best Competitive Intelligence and Benchmarking Tools" as well as MonitorBacklinks, SEMrush, and MOZ

3.) Describe A/B testing and multivariate testing. What questions do these tests help you answer? Under which conditions would you use one testing method over the other? Provide pros and cons for each method.

4.) Why is it necessary to include a control in an experimental set-up? (You may want to perform an internet search to further research this topic). Now, pick your favorite website and include a link to it in your assignment write-up. Provide 3 examples of experiments you can conduct on that website. Tell me the following for each of your examples:

• What are you testing?
• What is your control condition?
• What is your experimental condition?
• How would you measure this?