Bellabeat is 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. 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.
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. we 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 we discover will then help guide marketing strategy for the company.
The insights will be presented following the data analysis process steps:
🤔Ask: Identify the problem to be solved and how our insights can drive business decisions. 💻Prepare: Gather the relevant data, organize it and store it. Verify data integrity and credibility. 🧰Process: Choose tools to handle the data and identify its advantages. Clean our data and ensure it is ready for analysis. Document the cleaning process and save cleaned data. 🧑🏻💻Analyze: Organize and format the data to answer our questions. Perform calculations and identify trends and relationships within the data. 📊Share: Create visualizations to share most relevant findings. Relate findings to original questions. 🎬Act: present final conclusions and suggested approach to deal with findings and next steps.
Analyze smart device usage data (FitBit Fitness Tracker data) in order to gain insight into how consumers use non-Bellabeat smart devices and discover trends and insights for Bellabeat Marketing Strategy.
- What are some trends in smart device usage?
- How could these trends apply to Bellabeat customers?
- How could these trends help influence Bellabeat marketing strategy?
Key Stakeholders:
- Urška Sršen: Bellabeat’s cofounder and Chief Creative Officer.
- Sando Mur: Mathematician, Bellabeat’s cofounder and key member of the Bellabeat executive team.
- Bellabeat marketing analytics team: A team of data analysts guiding Bellabeat's marketing strategy.
The data set used is publicly available on kaggle: FitBit Fitness Tracker Data
- Data sets contain personal fitness tracker from 30 fitbit users.
- The size of the Data sets is 338MB and has 18 CSV files.
- These datasets were generated by respondents to a distributed survey via Amazon Mechanical Turk between 03.12.2016-05.12.2016.
- Thirty eligible Fitbit users consented to the submission of personal tracker data, including minute-level output for physical activity, heart rate, and sleep monitoring. It includes information about daily activity, steps, and heart rate that can be used to explore users’ habits.
- The Data was generated in year 2016 therefore the data may not be timely or relevant today.
- Sample size of 30 FitBit users is not a big enough sample size to represent the entire population using FitBit.
- As data is collected through a third party survey, hence the data might not be completely accurate.
- Reiable: Not reliable as it only has 30 respondents (LOW)
- Original: Third Party Provider (LOW)
- Comprehensive: Parameters match most of Bellabeat's products' parameters (MED)
- Current: Data is old and less relevant in today's scenarios (LOW)
- Cited: Data was collected from a third party, hence unknown (LOW)
Based on the ROCCC test the Data Set can be deemed to be of bad quality and is not recommended to produce business recommendations based on this data.
- Daily Activity
- Daily Calories
- Daily Intensities
- Daily Sleep
- Weight Log Info
- Hourly Intensities
We will begin this phase by loading the libraries and datasets that are going to be used. Then, we will perform data exploration by getting an overview of the datasets, checking the data types, gathering a statistics summary, as well as cleaning the data.
- Python