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Data Analytics Capstone Project

Analysis

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waheed oshinowo
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23 views3 pages

Data Analytics Capstone Project

Analysis

Uploaded by

waheed oshinowo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Project Focus: : How Can a Wellness Technology Company Play It Smart?

Introduction
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
- Urška Sršen: Bellabeat’s co founder 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
recently joined this team and have been busy learning about Bellabeat’s mission and
business goals.

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 better
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 bottle that tracks daily water intake using smart technology to
ensure that you are appropriately hydrated throughout the day. The Spring bottle
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 Twitter. 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.

Task
Sršen tasks you to analyze smart device usage data in order to gain insight into how consumers
use non-Bellabeat smart devices. She then wants you to select one Bellabeat product to apply
these insights to in your presentation. These questions will guide your analysis:
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?

You will produce a report with the following deliverables:


1. A clear summary of the business task
2. A description of all data sources used
3. Documentation of any cleaning or manipulation of data
4. A summary of your analysis
5. Supporting visualizations and key findings
6. Your top high-level content recommendations based on your analysis

Guiding questions
- What tools are you choosing and why?
- Have you ensured your data’s integrity?
- What steps have you taken to ensure that your data is clean?
- How can you verify that your data is clean and ready to analyze?
- Have you documented your cleaning process so you can review and share those
results?
Follow these steps:
1. Download the dataset. Click here to download the DATASET
2. Unzip the files.
3. Check the data for errors.
4. Choose your tools.
5. Transform the data so you can work with it effectively.
6. Document the cleaning process
7. Upload the data to a tool of your choice.
8. Proceed to the analyze step.

Good luck.

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