Bellabeat Case Study
Bellabeat Case Study
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This is a sample case study (capstone) that I did for my Google Analytics Certification. I am determining trends in fitness trackers to help drive marketing strategy for Bellabeat.
This is a sample case study (capstone) that I did for my Google Analytics Certification. I am determining trends in fitness trackers to help drive marketing strategy for Bellabeat.
Full Report can be found here. Summary below.
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About the Case Study
About the Case Study
I will be looking at data from other wellness trackers to determine how they are used so that Bellabeat can make informed decisions with theirs. My assumption is that the most common usage of wellness trackers is for individuals to keep track of how far they have walked in distance or steps.
About the Company
About the Company
Bellabeat is a company that specializes in fitness products for women. Some of the main products are the app, wellness tracker, wellness watch, and water bottle that tracks water intake.
Stakeholders
Stakeholders
Urška Sršen - cofounder and Chief Creative Officer
Sando Mur - cofounder and mathematician
Bellabeat marketing analytics team - responsible for guiding marketing strategy
Key Questions
Key Questions
What are some trends in smart device usage?
How could these trends apply to Bellabeat customers?
How could these trends help influence Bellabeat marketing strategy?
Business Task
Business Task
To analyze data on other smart device usage, specifically in fitness, to find trends that Bellabeat may apply to its marketing strategy as well as to best meet customer needs.
Data Visualizations
Data Visualizations
I used Excel to look at certain relationships and values in the data. I looked at the average daily steps of each user. I used the information found on the 10,000 Steps Project to determine activity levels based on step totals. By using this, I can predict the activity levels of those most likely to purchase a fitness tracker like the Fitbit.
The data visualization shows something unexpected. The users who meet the recommended daily activity only make up 23% of Fitbit users. Therefore, the other 77% do not meet this goal. With this in mind, it is my recommendation that Bellabeat target users of all activity levels. In order to do this, Bellabeat may choose to make advertising campaigns inclusive by showing users of all shapes and sizes and show varying activity levels (i.e., walking in the park, doing a marathon). In addition, selling the fitness trackers based on improving a person’s fitness may be a better strategy so that all users are motivated to purchase the tracker.
The bar graph shows that Sunday shows a marked increase in the amount of sleep that a user is getting. Knowing that days of the week affect the average sleep of users, Bellabeat could encourage the use of their fitness tracker to work on sleep goals; including consistency.
The data suggests that users achieve similar averages in steps per weekday with the highest average being on Saturday and the lowest on Sunday. Understanding this, Bellabeat could try to help users increase daily steps and improve consistency to encourage users to purchase their fitness trackers.
Key Takeaways
Key Takeaways
- Marketing should be geared towards all activity levels.
When looking at the data, it is evident that users of fitness trackers, like the Fitbit, are not highly active. Furthermore, 28% of users are classified as “Sedentary” or “Low Active”. Therefore, marketing should focus on users who want to improve their fitness with a focus on trying to increase their activity, no matter their beginning fitness level. Based on the data, Bellabeat will reach the users most likely to purchase one of its fitness trackers by targeting the less active users.
- Marketing should focus on improving sleep quality and consistency through the use of the tracker.
The data shows that the total amount of sleep Fitbit users get varies by the day of the week. However, it also shows that Fitbit users are not getting the amount of sleep recommended. Assuming that all of the users in the study were adults, the CDC recommends a minimum of 7 hours of sleep each night. Fig. B shows that the users surveyed were below the recommended average for more than half the days of the week. Bellabeat could do this in a couple of ways:
Install a breathing application on the fitness tracker to help users wind down before bed.
Having the fitness tracker alert users an hour or two before their bedtime to disconnect from their phones and screens. The Cleveland Clinic suggests disconnecting at least an hour before bedtime here.
Creating a section on the application for the fitness tracker that includes tips for sleep or relaxation techniques. There could also be a reward (i.e. - a star) each day that the minimum 7 hours of sleep is met.
- Ensure the fitness tracker has a long battery life.
The data shows that the average Fitbit user wears his or her fitness tracker for 23.5 hours each day. If the average user is wearing the fitness tracker for 98% of the day, it should have a long battery life. Increasing the battery life of a smart device will make it more marketable to consumers who will wear the device the majority of the time.
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