Background

I am a 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, cofounder and Chief Creative Officer of Bellabeat, believes that analyzing smart device fitness data could help unlock new growth opportunities for the company. I 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 and present my analysis to the Bellabeat executive team along with my high-level recommendations for Bellabeat’s marketing strategy.

Goal

The goal is to identify gaps in the market and potential opportunities for Bellabeat's products to fill those gaps.

Methodology

The data is a public dataset hence it has public permission to be used and its access to all stakeholders. Furthermore, in terms of privacy, the dataset does not contain personal information about the individuals that participated in the study. and the participants consented to the submission of personal tracker data.

Conducted exploratory data analysis using R programming language to help understand the dataset being given and the metrics needed. Carried out some data cleaning and validation as well as identified metrics needed for analysis and finally visualization of my key findings and insights.

Key Insights

• All participants were solely tracking the number of calories burnt and also tracking the number of daily steps.
• Participants were not able to reach the minimum of 10,000 steps per day, as the average daily steps in a month for 36% of the participant was 6181-8814.
• High activity of steps was seen recorded on Saturday by participants.
• Participants were not able to meet the minimum of 1166 calories burnt per day required.
• There is a negative correlation between average sleep time and average steps by the participants.
• Finally, there is a minimal relationship between average calories and average steps count by participants.

Recommendation

• Encourage consistent usage of the different features of the product to support users’ fitness goals by incorporating daily streaks, challenges, and rewards.
• Personalize notifications to reflect each user's unique exercise routines and schedules plus important articles about maintaining a consistently healthy lifestyle from credible health sources.
• Collaboration with community pharmacy outlets and Gym facilities around users to maintain clients relationship and further introduction to other products promoted by the company.

For a detailed analysis and presentation, you may want to reach out to me via my LinkedIn as seen on my profile.