Coursework overview Marketers can collect data from every channel that the customer interacts with the brand on. Your website is often the primary channel that your customers interact with. Although there are probably hundreds of ways to collect customer data, in this assignment, you are required to illustrate a website analytics tool that companies use to get to know their customers better. These tools include: Google Analytics, Adobe Analytics, Mixpanel, Piwik, Matomo, Clicktale, Crazy Egg, Optimizely, vwo, and Hotjar. Requirements and marking criteria 1. You are required to conduct an online search about one of the website analytic tools and answer the following four questions in one report which should not exceed six pages and should be structured into four sections as following: A. Introduce the web analytics tool including screenshots of the tool interface? Then explain why is it important? (3 marks). B. Illustrate how does the tool work (3 marks). C. Give three examples of web analytics data that are provided by this tool, and describe what companies can do with them? (3 marks). D. Illustrate how the data is typically presented on this tool by providing screenshots (2 marks). Note: Report structure and clearance (1 mark). 2. You are required to discuss the progress of your work and the development of answer report with your instructor every week (4 marks). 3. You are required to submit one PDF report that includes all your answers via the assignment tab of Microsoft Teams by the 17th December 2020, and to conduct a presentation of your work on the following week (4 marks)