Bellabeat
A Fem-tech company that produces wearable tech.
The project was part of the Google Data Analysis Professional Certificate
Why this subject?
This was one of three choices for the certificate.
I took this because I am interested in company and product marketing.
The idea
A data analysis project to analysis wearable tech by non Bellabeat users in order to gauge trends.
Tools
I used a wide variety of tools for this data project and a previous projects.
These included the data software BigQuery for SQL and Tableau Public.
I also used tools such as Excel and R Studio
Data Process
Data Process stages
ASK
PREPARE
PROCESS
ANALYSE
SHARE
ACT
Project
Start point
Find trend information about wearable tech for fitness, using public data sets
Challenge
Analyse public data using free sources and tools. To whit, SQL and Big Query with visualisation via Tableau Public
Bellabeat
Background/ASK
Background
About the company
Bellabeat is a pioneering fem-tech wellness company that manufactures health-focused smart products which have helped millions of women track their cycle, pregnancies, and live more in sync with their cycles. Urška Sršen and Sando Mur founded Bellabeat, which gives women the tools to reach their fullest potential through personalized wellness solutions aligned with their cycles.
Collecting data on the following areas has allowed Bellabeat to empower women with knowledge about their own health and habits in the areas of activity, sleep, stress and reproductive
health.
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 including Leaf. 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, but focuses on digital marketing extensively.
Bellabeat invests year-round in Google Search, and actively uses Meta and Twitter. Additionally, Bellabeat runs video ads on Youtube and display ads on the Google Display Network to support campaigns around key marketing dates.
Products
Smart Jewellery – Ivy and Leaf
Mobile Apps – Bellabeat App and Period Tracker
Hydration tracker – Spring smart water bottle
B.YOU Wellness Line
Scenario
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 analyze smart device data about consumer use of non Bellabeat smart devices to gain insights and apply them to a Bellabeat product.
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.
Problem Statement
We need a way to have a have an idea of use of non Bellabeat smart devices to gain insights and apply them to a Bellabeat product. In this case Leaf
Business Case (what are you
solving for)
Analyze smart device data about consumer use of non Bellabeat smart devices to gain insights and apply them to a Bellabeat product. Improve market share through this.
Goals/Metrics
1. What are some trends in smart device usage?
Use public data sources
Use other intelligence and info sources on trends in smart device usage
When possible find recent trends information and predictions
2. How could these trends apply to Bellabeat customers?
Apply to the Bellabeat product Leaf
3. How could these trends help influence Bellabeat marketing strategy?
Stakeholders
Urška Sršen: Bellabeat’s cofounder and Chief Creative Officer.
Sando Mur: Mathematician and Bellabeat’s cofounder; key member of the Bellabeat executive team.
Bellabeat marketing analytics team.
PREPARE
Data Source
Data uploaded by Möbius (Owner). It’s FitBit Fitness Tracker Data, generated by respondents to a distributed survey via Amazon Mechanical Turk in 2016. 30 eligible Fitbit users consented to the submission of personal tracker data, including minute-level output for physical activity, heart rate, and sleep monitoring. It is a public domain dataset.
The data is available here on Kaggle.
ROCCC
Does the data rock (roccc)?
Is it Reliable, original, comprehensive, cited, current?
Positives
It is viewed and cited heavily. It has been viewed 644K time and downloaded 128k times.
3rd party but an excellent source, Amazon and Fitbit so is reliable
3rd party but original
Public dataset and heavily used and known with a usability rating of
8.75
Negatives
The data is not current as it is 2016. Current data can be often regarded as such if it is not older 18 months old.
The data is limited to 30 or so participants. So not entirely comprehensive. In fact I have used 100 participants in an MSc dataset on tourist destination image.
3rd party data gathering is not as reliable
Duration is limited to a few days
Dates are confused and confusing. The information on the dataset description says 2 days in December 2016 yet the data is April 2016
The data is to be used with caution. It is interesting and useful yet limited. This was already signalled
by the task assigner. I plan to combine this data with reliable market information that can be simply found in the internet. This fits with my background as a commercial intelligence background.
FULL DETAILS
As the project is 21 pages long, please find full details of the project here in a slide show below.
A PDF is also available and can be found here: Bellabeat Wellness OJB.pdf – Google Drive
My Journey
Journey
My journey to data is somewhat different to other students on this course. I originally studied history and the analysis that goes with that, then moved into tourism and tourism information provision. Followed by several years in the UK civil service and intelligence analysis in Berlin for some very big corporations. I worked in marketing for many years and specialised in research analysis, a perfect combination of my several degrees in analysis, business and information management. I also took several course in website management, editing, content, online marketing etc
By the end of the 2010s I decided to join a team working in web admin, community management and weekly email provision. I did that for several years for a major international school and became the team leader. This was very enjoyable and involved a lot of quick reaction web work, content management and graphics. When the chance arose to take a data course I immediately knew that it was a great way for me to add a lot to my skill set and specialise in design. It has been a real eye opener.
I have been able to use my previous research analysis skills to look very deeply at competitor research and my previous postgrad masters experience in interviewing people and getting results to here deal with the different research parts of this project.
I will now be looking to use my skills in a job in data, intelligence work and marketing.
Data is something that is really exciting is an opportunity to stretch oneself in all sorts of new directions.
Attributions
Attributions
Eugene Golovesov on Unsplash
Erol Ahmed on Unsplash
Awards
- It’s Nice That
- AIGA
- Fonts In Use
- The Dieline
Contact
email@domain.com
000-000-000