Using Spreadsheets, SQL and Tableau
How Can a Wellness Technology Company Strategically Succeed?
Background and Business Task
I, a data analyst, was brought to the marketing analytics team at Bellabeat, a high-tech company specializing in health-focused smart products to use data to answer some questions bout growth. Bellabeat was founded in 2013 by Urška Sršen and Sando Mur, Bellabeat has rapidly grown and established itself as a tech-driven wellness company for women.
By 2016, Bellabeat expanded globally, launching various innovative products including:
Bellabeat App: Provides users with health data and connects to Bellabeat’s smart wellness products.
Leaf: A versatile wellness tracker that can be worn as a bracelet, necklace, or clip, syncing with the Bellabeat app.
Time: A wellness watch combining a timeless design with technology to track activity, integrated with the Bellabeat app.
Spring: A smart water bottle that tracks daily water intake and records hydration levels via the app.
Bellabeat Membership: A subscription program offering personalized guidance on nutrition, activity, sleep, health, beauty, and mindfulness based on user lifestyles and goals.
Business Task:
I have been tasked with analyzing smart device data for one of Bellabeat’s products to gain insights into consumer usage patterns. The goal is to leverage these insights to inform and enhance Bellabeat’s marketing strategy. My findings and high-level marketing recommendations will be presented to the Bellabeat executive team.
Data Analysis:
Total Number of Users:
The total number of users using Bellabeat devices is 35.
Average Metrics:
The average daily calories burned by users is 2189.45.
The average daily steps taken are 6546.56.
The average daily distance covered is 4.66 kilometers.
Targeted Advertising Campaigns
Based on the data of activity by day of the week, Bellabeat can launch targeted advertising campaigns at the middle and end of the week when users are more active and likely to respond to marketing messages. This data-driven approach ensures that wellness messages reach users at optimal times.
Enhance Evening Engagement
Considering users are most active in the evening hours, Bellabeat can offer programs and tips aimed at enhancing wellness during this time. Additionally, Bellabeat can promote products that help users relax and prepare for restful sleep, combining data insights with wellness solutions.
Promote the Importance of Physical Activity
Since data shows a significant amount of time is spent in sedentary activities, Bellabeat can run informational campaigns about the importance of regular physical activity and its impact on overall health. These campaigns can utilize data insights to highlight the benefits of staying active.
Customized Wellness Tips
By analyzing data on user activity and sleep patterns, Bellabeat can generate personalized wellness suggestions. These insights-driven recommendations are designed to enhance users' health, well-being, and physical activity levels, using accurate data to improve their overall experience.
Custom Dashboard
Conclusion
The analysis of Bellabeat smart device usage data reveals that users are primarily active during the day, with peaks in activity in the middle of the week and evening hours. Using this data, Bellabeat can develop targeted marketing strategies aimed at increasing user activity levels, promoting wellness, and improving overall health.
By integrating data analytics into their marketing efforts, Bellabeat can effectively promote wellness, physical activity, and rest among its users.