I completed this project as part of Google Data Analytics Professional Certificate course by Coursera.
This project is a case study titled, "How Can a Wellness Technology Company Play It Smart?", about analyzing usage-data of fitness-trackers' consumers.
Click here to view the deliverable (report) of the project
Welcome to the Bellabeat data analysis case study! In this case study, you will perform many real-world tasks of a junior data analyst. You will imagine you are working for Bellabeat, a high-tech manufacturer of health-focused products for women, and meet different characters and team members.
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 theglobal 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.
Sršen asks 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.
Sršen encourages you to use public data that explores smart device users’ daily habits. She points you to a specific data set:
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.
Sršen tells you that this data set might have some limitations, and encourages you to consider adding another data to help address those limitations as you begin to work more with this data.
1 week
In order to answer the key business questions, I followed the steps of the data analysis process:
- Ask,
- Prepare,
- Process,
- Analyze,
- Share, and
- Act.
To stay on track throughout the case-study, I created a Scope-of-Work (SOW) document, outlining the milestones to be achieved for completion of project.
- What is the problem you are trying to solve?
I am finding the key patterns on how the consumers of non-Bellabeat products use their health-focused smart-devices.
- How can your insights drive business decisions?
They will help change the marketing strategy of our (Bellabeat's) smart-devices to improve sales.
- Identify the business task
The goal of this project is to improve marketing strategy of Bellabeat’s wellness tracker - Leaf Chakra. This project will analyze the usage data of non-Bellabeat trackers’ consumers to find key patterns and relationships. The key insights drawn from the analysis will be applied to Leaf Chakra for its promotion. The final deliverable will be high-level marketing recommendations based on those key insights.
- Consider key stakeholders
Urška Sršen: Bellabeat’s cofounder and Chief Creative Officer
Sando Mur: Mathematician and Bellabeat’s cofounder
● Where is your data stored?
The data is stored online as Kaggle datasets.
● How is the data organized? Is it in long or wide format?
The data is organized as a collection of several CSV (comma separated values) files. It has both long and wide-format spreadsheets.
● Are there issues with bias or credibility in this data? Does your data ROCCC?
None of the datasets collected had any bias or credibility issues. The ROCCC check has been documented in the report.
● How are you addressing licensing, privacy, security, and accessibility?
License: Public domain dataset CC0
Privacy: The individual identification of persons involved is missing in the data
Security: The data is open-source to be downloaded by Kaggle users.
Accessibility: I can lock the spreadsheets to prevent edit.
● How did you verify the data’s integrity?
● How does it help you answer your question?
● Are there any problems with the data?