Bellabeat is a Smart tech wellness brand dedicated at women’s health
An absolute “Health & wellness game changer”
Fashionable health trackers designed and engineered for women
Versatile to be able to be worn on the wrist, collar, or neck, clip it on clothes
Bellabeat Smart Jewelry
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The Smart Tracker Regarded Best in the Market
The Bellabeat fashionable smart jewelry tracker has no display
The tracker is fitted with sensors and it sync with an app
What Bellabeat Realy Tracks
The tracker works 24/7 whether you’re sleeping, being active, or meditating.
Tracking and monitoring biometric data (respiratory rate, resting heart rate and VHR) and sleep pattern
Tracking and monitoring lifestyle data such as steps and distance moved
Business Statement
Explore daily usage data on Bellabeat fitness tracker app to identify trends, patterns and gather sufficient evidences that should enlighten and empower data driven decision making.
Bellabeat has no substantial evidences on how customers effectively exploit their products
Bellabeat lacks feedback on which features are most valued by their customers
Research Questions
What are some trends in smart device usage?
How could these trends apply to Bellabeat customers?
How could these trends help influence Bellabeat’s marketing strategy?
Data Analysis Tool
R Programming is the favorite statistical data analysis software.
How many observations and variables in each dataset?
Activities dataset : 15040, 15
intensities dataset : 940, 12
steps tracked dataset : 940, 5
calories burnt dataset : 940, 5
weight dataset : 67, 11
sleep dataset : 413, 10
heart rate dataset : 2483658, 8
Relationships Between The Datasets
Does all dataset share common elements (users)??
Which datasets are related in one or another way
Code
library(dplyr)# unique vectors of the identifier in the smalldatasetslist_slp <- sleep %>%select(tracker_id) %>%unique() %>%as.vector()list_hrt <- hrate %>%select(tracker_id) %>%unique() %>%as.vector()list_wgt <- weight %>%select(tracker_id) %>%unique() %>%as.vector()# Are they common identifiers? How many?active %>%filter(tracker_id %in% list_slp) %>%sum()
[1] 0
Code
active %>%filter(tracker_id %in% list_hrt) %>%sum()
[1] 0
Code
active %>%filter(tracker_id %in% list_wgt) %>%sum()
[1] 0
Code
# Are they common identifiers between the small datasets? sleep %>%filter(tracker_id %in% list_wgt) %>%sum()
There NO are common elements (users) between the 3 datasets sleep, heart rate and weight .
There is no meaningful way to merge these three data sets and run analysis as a single data set
Ascertaining Data Quality
The data is publicly available on [Kaggle: FitBit Fitness Tracker Data](https://www.kaggle.com/datasets/arashnic/fitbit) and stored in 18 csv files.
Personal fitness tracker data from bellaeat users who consented to the submission of information about their daily activity, steps, heart rate and sleep monitoring.
hrate1 <- hrate %>%filter( Value <=170)hist_hrt2 <- hrate1 %>%select(Value) %>%ggplot(aes(Value) )+geom_histogram(col ="#F4A582", fill ="#FDDBC7") +ggtitle("Cleaned Distribution heart rate dataset") +scale_y_continuous(labels =label_comma())ggplotly(hist_hrt2)
Heart rate range: [60, 170]
values bellow 60 and above 170 beats are suspicious.
Data Summary
Descriptive Summary of Numerical Variables
Table 1. Activity Distance Moved - Average Distance
activ_move
activ_distance_mean
activ_distance_stdv
high_dist
1.190099120
1.896446727
light_dist
3.260660794
1.985207264
moder_dist
0.550627752
0.870193560
sedent_dist
0.001508811
0.007059017
Table 2. Activity Duration - Average Distance
activ_duration
active_hours_mean
active_hours_stdv
fair_tm
0.2180617
0.3338661
light_tm
3.1798458
1.8275716
long_tm
0.3101322
0.5017038
sedent_tm
16.5085903
5.0736653
Summary Categorical Variables
Tab. 3 Total Steps by Categories - Summary
Rank
Daily Steps
Steps Category
Total Users
Share
1
5 000
Sedentary
4,848
33.37%
2
10 000
Active
2,736
18.83%
3
7 500
Light Active
2,608
17.95%
4
12 500
Hyper Active
2,544
17.51%
5
12 500+
High Performer
1,792
12.33%
DATA VISUALIZATION WITH GGPLOT2
1. The Sample Size
2. Activities Tracking During 30 Days
The number of tracked users has declined sharply over the period
2. Wellness Tracking 1. Moved Distance
The Average distance moved is 5.06 kms
Bellabeat users are mostly less active (they move less)
They move on average 3.5 kms daily as light movements, 1.0 km and 0.5 km as high and moderate movements.
Tracking Metric 3. Logged Distance
About 97% of tracked users logged the distance (pre setting the target distance)
Wellness Tracking Metric 4. Average Active Time
Daily average active time (hours) = 5.05
About 17 hours are spent inactive, in sedentary activities like reading, watching, eating, ….
The Proportion of the Main Activity
Sedentary activity is the most dominant amg the tracked bellabeat users with 33% , moving less than 5 kms.
Occasionally they hit the recommended 10 km (18%).
Less frequently they go over 12. 5 km (12%)
Distribution for Users Active Time
Average time is 5.05 hours
Very active and fairly active activities levels receiving less than one hour (10exp(10))
Tracked Metric 5. Daily Average Steps
Average Steps = 7156.05
Tracked users barely and hardly hit 10 000 daily recommended steps.
Tracked users apparently more active during weekdays
Metric 6. Calories Incinerated by Tracked Users
Average Calories burnt by the tracked users = 2260.96
Average calories burnt slightly higher on busy days , but falling drastically in May
Average Sleep Duration
Week days average sleep hours higher and close to the recommended 8 hours
Heart Rate
Min Heart Rate = 36
Average Heart = 77.270074
Max Heart = 170
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FINAL CONSIDERATIONS
Bealbeat Activity tracking is solid. The analysis of 33 reveals interesting patterns on how long they have been active, how far they have walked, how many calories you’ve burned and steps completed.
1. The activities are mostly tracked around 24 hours time
2. Tracked users are mostly sedentary where there spend 16 hours inactive, with average 7000 steps and burning 2300 calories .
3. They get sligtly active on week days from monday to friday.
4. It seems that tracked users are not engaged in high intensity cardio or work outs like cross fit training, running, jogging which typically burn more calories.
5. Heart beat, sleep and weigh are less tracked
6. We picked obsevations that are unusual, low and high heart rate, high number of steps and low seeleping hours. This could be related to low precision of the tracker suggesting needed improvements on the tracker.
7. A reminder could be included to alert users to get more active as they fall bellow recommended active scores.
8. A wider tracking period of at least 90 days and increased sample size covering much more users.
9. Bellabeat may improve the tracker utility. Users should have individual target, like weight loss, improved sleeping, and tracked againt the target and assess their performance.
10.. The last but not the least, based on these findings, although inconclusive, Bellabeat may consider designing a fitness plan targeted to improve the users activity scores and get more out of the smart tracker.