Identifying trends in Fitbit smart device data and identifying ways in which these trends can be used to improve Bellabeat’s products and marketing strategy.

1. There may be some merit in looking into the reasons for the incomplete tracking of sleep, weight and heartrate data by individuals. 

        The improved collection of this data may lead to more insights. Also, if the poor tracking is due to the method of tracking being inconvenient for users it is an opportunity for Bellabeats to improve it's products.

2. With 73% of the participants tracking their sleep we can tell that users may be highly interested in optimizing their sleep. 

        This gives Bellabeat the opportunity to make a feature to aid users in achieving this goal. This can be done by having the device distinguish which category (very active, fairly active or lightly active) of exercise the individual is doing and keeping track of the minutes spent doing that exercise then averaging the corresponding total minutes asleep for each and showing the individual a value showing the expected increase or decrease from the minimum 420 mins of sleep per night. It can also show break down by activity minute category so individuals can see how best to optimize their sleep.

3. As the level of intensity of an activity, our heart rate or the number of steps taken per minute increases; so does the amount of calories we burn. This means the more we increase our activity the more calories we burn. 

        This realization gives us the opportunity to focus on ensuring our users accomplish this in a safe manner by ensuring their hear rate remains within the target heart rate zone as outlined by the American Heart Association which varies by age. This can be done by using the individuals date of birth to place them in their specific heart rate range and alert them when they are exceeding or dropping below the boundaries.