Welcome to my Bellabeat data analysis case study! In this case study, I will perform real-world tasks of a data analyst. And in order to answer some key business questions, I will follow the steps of the data analysis process: ask, prepare, process, analyze, share, and act.
Bellabeat, is a high-tech manufacturer of health-focused products for women. Bellabeat is a successful small company, and they have the potential to become a larger player in the global smart device market. Urška Sršen and Sando Mur founded Bellabeat, a high-tech company that manufactures health-focused smart products. 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.
In this study, I will 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 will then help guide the marketing strategy for the company.
In this phase, I tried to better undestand the data and the problem I'm trying to solve. And to do that, I had to do more research and ask more questions.
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What are some trends in smart device usage? How could these trends help influence Bellabeat marketing strategy ? So first, the company need to better target their marketing efforts into their customer's needs based on their usage of their fitness smart devices. And then, make high-level recommendations for how these trends can inform Bellabeat marketing strategy.
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Who are the main stakeholders ? The main stakeholders are Urška Sršen, Bellabeat’s co-founder and Chief Creative Officer; Sando Mur, Mathematician and Bellabeat’s cofounder; And also, we need to think about and work with the rest of the Bellabeat marketing analytics team.
Now, after getting answers to all of my questions (during the ask phase), I'm able to define clearly the business task which is: To analyse how do Bellabeat customers use their smart devices? And then, Identify potential opportunities for growth and recommendations for the Bellabeat marketing team based on trends in smart device usage.
In this phase, I will download and Import the dataset. Then make sure all the data is organized and credible. And I will sort and filter the data.
Bellabeat encourages me to use public data that explores smart device users’ daily habits from FitBit Fitness Tracker Data. 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. And It includes information about daily activity, steps, and heart rate that can be used to explore users’ habits. So, here is the link to download the dataset:
- FitBit Fitness Tracker Data : https://www.kaggle.com/arashnic/fitbit. About the dataset:
The dataset was generated by respondents to a distributed survey via Amazon Mechanical Turk between 03.12.2016 and 05.12.2016. And include 18 CSV files.
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