Increasing Fitbit Usage to Live Life Adventurously

Welcome to Bellabeat

Hello, I’m a junior data analyst working on the marketing analyst team at Bellabeat, a high-tech manufacturer of health-focused products for women. Bellabeat is a successful small company, but they have the potential to become a larger player in the global smart device market. Urška Sršen, Co-Founder and Chief Creative Officer of Bellabeat, believes that analyzing smart device fitness data could help unlock new growth opportunities for the company. I have been asked to focus on one of Bellabeat’s products and analyze smart device data to gain insight into how consumers are using their smart devices. The insights I discover will then help guide marketing strategies for the company. Go here to find the Bellabeat dataset that has been stored on Kaggle (CCO: Public domain, dataset made available through kaggle) https://www.kaggle.com/datasets/kyle007hendricks/bellabeat-dataset.

Bellabeat Summary

The best data sources contain all critical information needed to answer questions and find solutions. I have researched every aspect provided by this dataset so that I can make sure the fitbit’s were in accurate standings of Bellabeats standards.
This data is still very useful since the data is current and relevant and I have cited all my resources to prove that the information I am providing is credible.
When I’m choosing a data source, I think about three things;
* Who created the data set?
* Is my data a part of a credible organization?
* And when was the data last refreshed?
* The Bellabeat dataset that I am using was Last updated 3 years ago and was created by Kyle Hendricks and yes, this data set is from a credible online organization named Kaggle and has over 8.82 Usability. The owner of this data set is keeping data anonymous which is the process of protecting people’s private or sensitive data by eliminating identifying information.

Organizing and Cleaning

The data set provides information about each participants; Id, Activity date, total steps, total distance miles, tracker distance, logged activities distance, very active distance, moderately active distance, light active distance, sedentary active distance, very active minutes, fairly active minutes, lightly active minutes, sedentary minutes, calories.
However, I included fake names for each membership id since the data is vastly different across three categories. In each category, the pictures also vary by a wide margin, almost as much as they do between categories. Further, within a given compartment the pictures may be different, but consistent similarities persist.
I used the excel spreadsheets to clean and process all of the data.
Afterwards, I utilized The Microsoft office Document and PowerPoint to bind all of my findings together and the programming language R to present how I found relationships in Fitbit usage for April and May of 2016.
In most cases I would check for null values and dispose of them to keep my data clean but, because my data is consisting mainly of numerical information any and all null or zero values are extremely important. So transposing my data was not necessary.
I split everything into compartments starting with steps versus calorie loss, then distance by months, and finally sedentary and logged entries.
After I formatted my data in Excel I replaced all of the ID numbers with fake names to distinguish between participants. This allowed me to find any null values and to prevent cleaning mistakes. So you will notice a few things when going over this data.
* Data aggregation so it’s useful and accessible.
* Organized and formatted data.
* Calculations.
* Trends and Relationships.

Product Overview

Now when we view this table we are looking for relationships. Relationships between April and May. Finding relationships between steps and calorie loss. We are only using the product to measure usage and so far we see that most people like to track only strenuous activity.
Now you may ask why is that? Although if you remember the beginning of the Fitbit campaign it would make a lot sense.

Increasing Fitbit Usage to Live Adventurously

What are we tracking? Calories!

Everyone was running, walking, hiking, taking their dogs out on runs not sitting around enjoying their cups of coffee. However, now due to smartwatches being normalized we see that sedentary hours may outweigh the active hours that a person logs while wearing their fitbits.

* The maximum amount of steps were mostly congruent with the amount of calorie loss.
* There was a correlation between 497K Steps with 106K Calorie Loss
* We notice trends in participant recordings and I have added Id numbers and fictional names for filtering. Please review the Total Steps, Total Distance and Very Active Minutes for Handy Mandy(8877689391), Little Mermaid(3372868164) and Optimus Primes(4057192912). Fictional names were added to distinguish between participants easier.

What is Active Distance and Sedentary Distance and how do you measure it?

* Active Distance is the amount of measured miles a person is active for. And as we can see here the average amount of miles each participant walks is 1.5 miles.
Also as you have noticed our data is only including 2 months in 2016 so it does help us predict future months and it helps that both of these had holidays within them as well.

* Sedentary Distance is another way of saying how far someone is going without being active. Movement at rest. That may sound silly but we actually rack up a lot of sedentary distance everyday in vehicular transportation.
Active distance is tracked in miles and through any activity that elevates the heart rate and allows your body to lose calories.

Sedentary Distance
April & May Steps and Calories

I did find a surprising discovery when analyzing my data and as you can see looking at the Image, I realized that there are no Jedi(2347167796), Dexter(8253242879) or Optimus Prime(4057192912) logs in total distances for the month of May.

Growth Strategies

Current Usage and Growth Opportunities

July 2016 - April 2017 (Time Frame)

* Strategy 1 : Use Fitbit to track rest. REST IS PRODUCTIVE. Not only is sleep important and essential but, when a fitbit records times of rest it can also be referring to someone at work or with their children reading, people in class etc. So Let’s add in options for the types of rest we are engaged in.

* Strategy 2 : Get fun competitions going!What is a Bellabeat challenge? Well we can do multiple different challenges but here are two fun ideas.
1). If you reach 10K steps 3 days in a row then you win a badge on your profile after 60K steps you get to unlock 5% off. As for a fun competition with others you can use the distance tracker and plot QR does that people scan once they run/walk to each destination.
*If you can reach all of them before the end of 3 months either alone or with others then you get a swag bag. If you can do it in 2 months you get 25% of any in-store item and If you can accomplish this task in one month you get a coupon to but new running shoes (Like 45% off [any partners like Skechers] running shoes and the coupon has to be used in 6 months) and a swag bag.
2). To keep it short and simple it would be the equivalent of a game named Pokemon Go. What people would do is walk, hike or run, to certain locations alone or with others and track their progress through the app. Once they reach each destination point they can add up points to get 5-10% off of other Bellabeat purchases.

* Strategy 3 : Have Fitbit purchase incentives. Create benefits or promotions added to any transactions. 7% off any multicolored fitbit bands.
Get competitive with other Bellabeat users. Join up and try to get mile averages higher which will help people have more total steps and strive to reach higher goals.

Conclusions

The main goal is to have fun, include others to keep the app in use and to rest but track any rest with explanations so there is no shame or un-logged entries.
Moreover, we also saw getting people to use their device while sedentary would be extremely useful. When customers record sedentary hours as; working, in class, breastfeeding, or resting they would be providing more detailed data of Bellabeat’s consumer base and feel less guilt for not being active.
Most people enjoy have a goal to reach so that they feel accomplished.

Plus, There’s this fun quote that goes, “It’s about the journey not the destination” but, there are a lot of people who prefer a destination to reach.
So as a new campaign strategy I think it would yield amazing results if we focused on the adventure and the relationships and the fun people have while using Bellabeat products. TRACK THE FUN NOT THE STRESS.