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, cofounder 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.
To analyze smart device usage data from non-Bellabeat smart devices in order to gain insight into how consumers use them.
FitBit Fitness Tracker Data. (CC0: Public Domain, dataset made available through Mobius). This Kaggle data set contains personal fitness tracker from thirty fitbit users. 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.
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- Many users walk short distances that are not intense
- Many users spend most of their time sleeping and in bed
- Customers who spend more time sleeping burn fewer calories
- Customers covering short distances tend to sleep more
- Customers Covering long distances tend to burn more calories
- Customers who have large weight tend to spend more time sitting/lying while engaging in activities
- The analysis shows that customers with these smart devices don't use them to solve their intended problems. Maybe the devices are not fulfilling customer desires
- From the analysis, there is an opportunity for Bellabeat products to prosper in the market
- The marketing team in Bellabeat should do market research to know what features smart devices should have to fulfill customers' desire
- A further analysis should be done to know what was the cause for customers to not engage with the devices