Google Data Analytics Capstone - Case Study 2

How Can a Wellness Company Play it Smart?

This completed Case Study & data files can be found on Kaggle.

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 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. Ask 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.

Findings and Suggested Marketing Strategy:

High intensity does not exactly correlate to calories burned, you can do any type of workout and burn calories! Yes, high intensity workouts are most effective, but evidence shows that simply taking a walk is a great way to begin burning calories. With these findings, Bellabeat should seek to create a product that is marketed to the masses, as one does not have to be an athlete to find functionality in an activity monitoring product.

The Bellabeat app is not just another fitness activity app. It’s a guide that empowers indeivduals to balance their professional life and healthy habits by educating and motivating them through daily app recommendations.