Bellabeat Product Analysis

This is a capstone projects for the google data analytics professional certificate. In this project, we will try to solve questions that stakeholders are raising about unlocking new growth opportunities for the company.

Summary of project outcome.

Problem

The primary goal of this project is to provide high-level recommendations to enhance Bellabeat’s overall marketing strategy to unlock new growth opportunities for the company.

Solution

Bellabeat unlocked new opportunities through the following recommendations:

1. Establish personalized daily sleep and steps targets to guide participants toward a healthier lifestyle.
2. Provide comprehensive daily, weekly, and monthly summaries showcasing users’ traveled distances and accumulated steps to enhance awareness of their physical activity
3. Design user-specific routines to foster a daily exercise habit and support long-term adherence.
4. Implement alerts prompting users to incorporate routine activities and take exercise breaks for a more active lifestyle.
5. Capitalize on the peak activity period between Tuesday and Thursday to encourage users to track their activity levels for improved health outcomes.

Approach

To unlock new opportunities to augment the business plan, we had to answer three questions:

1. What are some trends in smart device usage?
2. How could these trends apply to Bellabeat customers?
3. How could these trends help influence Bellabeat’s marketing strategy?

Among these questions, we discovered peaks and linear relationships to explain how customers can benefit in the improvements to their health, and also how marketing can leverage the enhanced features of the device to increase sales.

The Details

Following the steps of the data analysis process: ask, prepare, process, analyze, share, and act.

Ask

At this stage, we learn everything there is to know about company, stakeholders and project. We address the concerns of stakeholders and also clarify the requirements to make the project successful.

Scenario

You are a junior data analyst working on the marketing analyst team at Bellabeat, a high-tech manufacturer of health-focused products for women. Bellabeat is a successful small company, but they have the potential to become a larger player in the global smart device market. Urška Sršen, co-founder and Chief Creative Officer of Bellabeat, believes that analyzing smart device fitness data could help unlock new growth opportunities for the company. You have been asked to focus on one of
Bellabeat’s products and analyze smart device data to gain insight into how consumers are using their smart devices. The insights you discover will then help guide marketing strategy for the company. You will present your analysis to the Bellabeat executive team along with your high-level recommendations for Bellabeat’s marketing strategy

Characters and products

Characters

Urška Sršen: Bellabeat’s cofounder and Chief Creative Officer

Sando Mur: Mathematician and Bellabeat’s cofounder; key member of the Bellabeat executive team

Bellabeat marketing analytics team: A team of data analysts responsible for collecting, analyzing, and reporting data that helps guide Bellabeat’s marketing strategy. You joined this team six months ago and have been busy learning about Bellabeat’’s mission and business goals — as well as how you, as a junior data analyst, can help Bellabeat achieve them.

Products

Bellabeat app: The Bellabeat app provides users with health data related to their activity, sleep, stress, menstrual cycle, and mindfulness habits. This data can help users beer understand their current habits and make healthy decisions. The Bellabeat app connects to their line of smart wellness products.

Leaf: Bellabeat’s classic wellness tracker can be worn as a bracelet, necklace, or clip. The Leaf tracker connects to the Bellabeat app to track activity, sleep, and stress.

Time: This wellness watch combines the timeless look of a classic timepiece with smart technology to track user activity, sleep, and stress. The Time watch connects to the Bellabeat app to provide you with insights into your daily wellness.

Spring: This is a water bole that tracks daily water intake using smart technology to ensure that you are appropriately hydrated throughout the day. The Spring bole connects to the Bellabeat app to track your hydration levels.

Bellabeat membership: Bellabeat also offers a subscription-based membership program for users. Membership gives users 24/7 access to fully personalized guidance on nutrition, activity, sleep, health and beauty, and mindfulness based on their lifestyle and goals.

About the company

Urška Sršen and Sando Mur founded Bellabeat, a high-tech company that manufactures health-focused smart products. Sršen used her background as an artist to develop beautifully designed technology that informs and inspires women around the world. Collecting data on activity, sleep, stress, and reproductive health has allowed Bellabeat to empower women with knowledge about their own health and habits. Since it was founded in 2013, Bellabeat has grown rapidly and quickly positioned itself as a tech-driven wellness company for women.

By 2016, Bellabeat had opened offices around the world and launched multiple products. Bellabeat products became available through a growing number of online retailers in addition to their own e-commerce channel on their website. The company has invested in traditional advertising media, such as radio, out-of-home billboards, print, and television, but focuses on digital marketing extensively. Bellabeat invests year-round in Google Search, maintaining active Facebook and Instagram pages, and

consistently engages consumers on Twitier. Additionally, Bellabeat runs video ads on Youtube and display ads on the Google Display Network to support campaigns around key marketing dates.

Sršen knows that an analysis of Bellabeat’s available consumer data would reveal more opportunities for growth. She has asked the marketing analytics team to focus on a Bellabeat product and analyze smart device usage data in order to gain insight into how people are already using their smart devices. Then, using this information, she would like high-level recommendations for how these trends can inform Bellabeat marketing strategy.

Statement of Business Task

This project conducts a comprehensive analysis of the smart device data associated with Bellabeat’s leaf tracker to gain valuable insight into consumer behavior and usage patterns. The primary goal is to provide high-level recommendations that will inform and enhance Bellabeat’s overall marketing strategy, enabling the company to leverage the insight of Leaf tracker to unlock new growth opportunities for the company.

Prepare

At this point, we address the credibility of our data. The data source is secondary and provided by Mobius, and stored on Kaggle. The data integrity is high because it is less prone to errors. The data is open source with no license issues.

Fitbit Fitness Tracker Data

Process

At this point, we cleaned the data and transformed a few columns to complete our data. We completed this work in R. All documentations about the cleaning process are attached in our R notebook on kaggle.

Analysis

Our analysis is focused on answering the following three questions about our data:

1. What are some trends in smart device usage?
2. How could these trends apply to Bellabeat customers?
3. How could these trends help influence Bellabeat marketing strategy?

View the complete analysis in R on Kaggle.

Share & Act

In this next step, we share our recommendations with the marketing team.

1. What are some trends in smart device usage?

We have identified noteworthy trends in smart device usage, particularly in the areas of sleep, activity, and stress. Notable findings include:

• Consistent daily sleep duration correlates with calorie gains.
• Users who increase their step count also tend to cover longer travel distances and burn more calories.
• Stress plays a significant role in calorie expenditure, irrespective of physical activity. Even during periods of sleep, individuals experiencing stress may burn calories.

2. How could these trends apply to Bellabeat customers?

• Bellabeat customers stand to benefit significantly from these trends by improving their overall health. Utilizing the device strategically, activating alerts, and adhering to recommended routines can contribute to a healthier lifestyle.

3. How could these trends help influence Bellabeat marketing strategy

The identified trends can shape Bellabeat’s marketing strategy by focusing on enhancing user experience through:

• Personalized Daily Sleep and Steps Targets: Centering campaigns around individual health goals, fostering engagement, and building long-term relationships with users.
• Comprehensive Summaries of User Activity: Providing detailed summaries to boost user engagement, promote accountability, and align with Bellabeat’s commitment to empowering users with insights into their physical activity.
• Designing User-Specific Routines: Creating tailored routines to cultivate daily exercise habits, addressing unique individual needs and potentially increasing user satisfaction and long-term app usage.
• Implementing Alerts for Routine Activities: Proactively engaging users with alerts for routine activities and exercise breaks, promoting a healthy and active lifestyle and contributing to sustained app usage.
• Capitalizing on High Activity Periods (Tuesday to Thursday): Aligning marketing efforts with peak activity periods to encourage users to track their activity, potentially increasing user involvement and overall satisfaction.