Case Study : How Can a Wellness Technology Company Play It Smart?

Bellabeat Case Study

This project is part of a data analysis case study where we analyze fitness tracking data to help Bellabeat improve their marketing strategy and customer engagement.

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Table of Contents

• Introduction
• Business Task
• Stakeholders
• Bellabeat Products
• Data Sources
• Process
• Insights and Recommendations
• How to Use This Repository
• Tools and Technologies
• License
• Contact

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Introduction

Bellabeat is a health-focused company that empowers women by providing smart wellness products. Their products help track activity, sleep, stress, and health metrics, allowing users to make informed decisions about their wellness.

The company aims to expand its presence in the growing smart device market and seeks insights from fitness tracking data to guide their marketing strategy.

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Business Task

The main objective of this project is to analyze trends in fitness tracking data and provide actionable recommendations to improve Bellabeat's marketing strategy and customer engagement.

Key Questions

1. What are the current trends in smart device usage?
2. How can these trends benefit Bellabeat customers?
3. How can these trends improve Bellabeat’s marketing strategy?

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Stakeholders

• Urška Sršen: Cofounder and Chief Creative Officer.
• Sando Mur: Cofounder and mathematician.
• Bellabeat Marketing Analytics Team: Responsible for analyzing data to guide marketing strategies.

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Bellabeat Products

• Bellabeat App: Tracks user activity, sleep, stress, menstrual cycle, and mindfulness.
• Leaf: A wellness tracker that can be worn as a bracelet, necklace, or clip.
• Time: A smart wellness watch with a classic design.
• Spring: A smart water bottle that tracks hydration levels.
• Bellabeat Membership: A subscription offering personalized wellness insights and guidance.

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Data Sources

This case study uses publicly available data from fitness tracking devices. The dataset includes information about user activity, sleep, and other wellness metrics.

Note: The dataset does not come from Bellabeat but from a third-party source to analyze trends and generate insights.

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Process

The analysis follows the 6-Step Data Analysis Process:

1. Ask

   • Define the business task and identify key questions to address.

2. Prepare

   • Use publicly available fitness tracking data for analysis.
   • Ensure data integrity and relevancy for the business task.

3. Process

   • Clean and transform the data for analysis.
   • Handle missing or inconsistent data points.

4. Analyze

   • Identify key trends and patterns in user behavior.
   • Perform statistical analysis and derive insights.

5. Share

   • Visualize findings using graphs and charts.
   • Summarize key insights for stakeholders.

6. Act

   • Provide actionable recommendations for Bellabeat’s marketing strategy.

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Insights and Recommendations

Key Insights

1. Weekend Usage: Users tend to wear fitness trackers more on weekends than weekdays.
2. Daily Step Goals: Most users do not consistently meet the recommended step count of 7,500 steps/day.
3. Activity Diversity: Fitness trackers are primarily used for sports-related activities, limiting their usage potential.

Recommendations

1. Market as a Multi-Purpose Device

   • Bellabeat should highlight that their products are suitable for all daily activities, including work and home, to attract a broader audience.

2. Rewards and Reminders

   • Integrate rewards (e.g., discounts, virtual medals) for meeting fitness goals.
   • Send app notifications to remind users to stay active during weekdays.

3. Personalized Insights

   • Use AI to offer personalized fitness and wellness recommendations.
   • Tailor suggestions based on users’ daily habits and preferences.

4. Social Engagement

   • Introduce social challenges or group activities via the Bellabeat app to foster community engagement.

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Tableau Dashboard

Explore the interactive Tableau dashboard for the Bellabeat case study:

Click the button above or use the following link to access the dashboard:

https://public.tableau.com/views/Bellabeat_17362536887040/Bellabeat?:language=en-US&:sid=&:redirect=auth&:display_count=n&:origin=viz_share_link

This dashboard visualizes key insights and trends identified during the analysis. Use it to explore the data interactively and gain a deeper understanding of the findings.

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How to Use This Repository

This repository contains all the resources for the Bellabeat Case Study:

1. R Markdown File and Data Cleaning: The main analysis file (Data Analysis.Rmd) provides detailed documentation of the process and for preprocessing the dataset.
2. HTML Report: A rendered HTML report summarizing the findings.
3. Visualizations: Charts and graphs created during the analysis.

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Tools and Technologies

• R Programming Language: Data cleaning, analysis, and visualization.
• Data Spell: IDE for R development.
• ggplot2: For creating visualizations.
• Markdown: For documentation and reporting.

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License

This project is licensed under the MIT License.

Feel free to use or modify the code and analysis for your own projects. Attribution to this repository is appreciated.

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Contact

For any questions or suggestions, please feel free to contact:

Sahil Bhatia

• Email: [email protected]
• GitHub: Sahil Bhatia

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Thank you for exploring this case study! 🚀