Case Study : How can a wellness company(Bellabeat) play it smart?

This project is the part of Google analytics course.

Source: Google Image

Introduction

In today’s digital age, data plays a pivotal role in shaping successful business strategies. As a junior data analyst on the marketing analyst team at Bellabeat, a high-tech manufacturer of health-focused products for women, I had the opportunity to delve into the vast realm of smart device usage data. Bellabeat, founded by Urška Sršen and Sando Mur, has already positioned itself as a tech-driven wellness company for women. Now, the challenge lies in harnessing the power of data to unlock new growth opportunities and guide Bellabeat’s marketing strategy.

What is Bellabeat’s?

Bellabeat, founded by Urška Sršen and Sando Mur in 2013, is a tech-driven wellness company that designs and manufactures health-focused smart products for women. By leveraging technology and data, Bellabeat empowers women with knowledge about their health and habits. The company’s beautifully designed products collect data on activity, sleep, stress, and reproductive health, allowing women to gain valuable insights into their well-being. Bellabeat has experienced rapid growth since its inception and has positioned itself as a leader in the global smart device market.

What needs to be figured out?

1. What are some trends in smart device usage?
2. How could these trends apply to Bellabeat customers?
3. How could these trends help influence Bellabeat marketing strategy?

The Project WorkFlow

To complete this project, I followed a structured workflow that leveraged various tools and techniques:

1. Data Cleaning in Excel: Initially, I used Excel to clean the dataset and prepare it for further analysis.
2. Data Loading to SQL: After cleaning the data, I loaded it into a SQL database to conduct the analysis.
3. Analysis and Findings: Using SQL queries, I performed insightful analysis on the dataset, extracting key findings that shed light on the differences between annual members and casual riders.
4. Exporting Results to Excel: To present the findings effectively, I exported the results from SQL back to Excel for data visualization purposes.

Understanding Smart Device Usage Trends:

To gain a comprehensive understanding of smart device usage, the Bellabeat marketing analytics team undertook an analysis of relevant data. Leveraging tools such as Excel and SQL, they examined datasets related to daily activity, sleep patterns, intensities, and more. Through this analysis, several noteworthy trends emerged.

1. Active Living: On average, Bellabeat users take approximately 7,673 steps per day, covering a distance of 5.5 kilometers. This highlights the commitment to an active lifestyle among Bellabeat’s customers, who prioritize physical movement and exercise.
2. Calorie Burn: The analysis revealed a positive correlation between the number of steps taken and calories burned. As users increase their step count, their calorie expenditure rises, indicating the effectiveness of Bellabeat’s products in promoting a healthy and active lifestyle.
3. Peak Activity Hours: Bellabeat users exhibit peak activity levels between 5 PM and 8 PM. This suggests that many users engage in physical activities during these hours, such as evening walks or gym sessions. Understanding this trend allows Bellabeat to tailor marketing messages to target specific times when users are more likely to be receptive.
4. Sedentary Behavior and Sleep: A significant finding was the inverse relationship between sedentary minutes and sleep duration. Users with longer sedentary periods tend to have shorter sleep durations. This insight highlights the importance of educating users about the detrimental effects of prolonged sedentary behavior on sleep quality and overall health.

Applying Smart Device Usage Trends to Bellabeat Customers:

Having established the key trends in smart device usage, it is crucial to explore how these insights can be applied to Bellabeat’s customer base.

1. Personalized Activity Tracking: Bellabeat can leverage the active living trend by providing personalized activity tracking and goal-setting features. By understanding individual activity patterns and offering tailored recommendations, Bellabeat can empower customers to achieve their health and fitness objectives.
2. Sleep Optimization: Recognizing the impact of sedentary behavior on sleep, Bellabeat can incorporate features that remind users to incorporate movement breaks throughout the day. By promoting active lifestyles, Bellabeat can help customers improve their sleep quality and overall well-being.
3. Targeted Marketing Campaigns: With knowledge of the peak activity hours, Bellabeat can strategically schedule marketing campaigns to align with users’ preferred exercise times. By delivering timely and relevant messages during these periods, Bellabeat can increase engagement and conversions.
4. Education and Awareness: Bellabeat can use these insights to develop educational content that emphasizes the importance of an active lifestyle and the negative effects of prolonged sedentary behavior. By informing customers about the connection between physical activity, sleep quality, and overall health, Bellabeat can position itself as a trusted source of wellness information.

Implications for Bellabeat’s Marketing Strategy:

Based on our analysis, we have identified several key implications for Bellabeat’s marketing strategy:

1. Targeted Promotions: Bellabeat should focus on promoting physical activity and highlighting the positive impact of an active lifestyle on overall health. Marketing campaigns can emphasize the calorie-burning benefits of increased step counts and engage users during peak activity hours.
2. Sleep Health Awareness: Bellabeat can educate users about the relationship between sedentary behavior and sleep quality. By emphasizing the importance of an active lifestyle in promoting better sleep, Bellabeat can position itself as a holistic wellness brand.
3. Personalized Recommendations: Leveraging the available data, Bellabeat can provide personalized recommendations to users based on their activity levels, step counts, and sleep patterns. By tailoring product suggestions and providing actionable insights, Bellabeat can enhance the user experience and foster brand loyalty.
4. Social Media Engagement: Given Bellabeat’s strong digital presence, the company should continue investing in social media marketing. By sharing success stories, tips, and inspirational content, Bellabeat can further engage its target audience and create a community of like-minded individuals.

Conclusion

The analysis of smart device usage trends has provided valuable insights for Bellabeat’s marketing strategy. By understanding the average activity levels, calorie burn, peak activity hours, and the relationship between sedentary behavior and sleep, Bellabeat can personalize its offerings, enhance customer engagement, and refine its marketing campaigns. Armed with these insights, Bellabeat can continue to empower women worldwide by providing them with the knowledge and tools they need to lead healthier and more fulfilling lives. As the company evolves, its commitment to leveraging data-driven decision-making will remain at the core of its success.

Sql code for the project: (https://github.com/S-Tanwar/Case-Study-How-Can-a-Wellness-Technology-Company-Play-It-Smart-/blob/main/SQL%20CODE)