Introduction

Bellabeat is a high-tech manufacturer of health-focused smart products for women. This report analyzes user behavior based on the data collected from Bellabeat products to identify areas for product improvement, user engagement and data consistency that will guide marketing strategy for Bellabeat. The goal is to offer data-driven recommendations that support Bellabeat in maximizing the potential its ecosystem.

Overview of the Dataset

Fitbit Fitness Data Tracker was taken from various Bellabeat products which are:

Data source was published through public domain; kaggle

Data Limitation (ROCCC Framework)

A good data source must comply the ROCCC standard to ensure the quality of dataset are excellent for analysis.

Reliable - Not reliable due to the small sample size (only 33 users).

Original - The dataset is original as it was collected directly from Bellabeat products.

Comprehensive - The dataset is not comprehensive. It lacks detailed information such as the demographic that subscription information.

Current - The dataset is outdated. The data was collected in 2016.

Cited - The dataset is credible as it was collected from Bellabeat products.

Findings

1. Sleep Data Tracking

Out of 33 users, a total of 25 recorded their sleep data using Bellabeat devices. However, only 3 users consistently logged their sleep data for a full 30-day period. In contrast, about half of the users recorded sleep data for fewer than 20 days, indicating that regular sleep tracking was not consistently practiced among most users.

2. Weight Data

Weight tracking was the least utilized feature, with only 8 users logging any weight data. Among these, just one user recorded their weight consistently every day for the full month, while another logged data for 24 days. The remaining six users recorded their weight fewer than 10 times, suggesting that users were either less interested in this feature or found it inconvenient to use.

3. Activity Data

Activity tracking showed the highest engagement among users. All of the 33 users recorded some form of activity data. Eight users logged their activity consistently every day, while five users tracked activity for 25 to 29 days. Fifteen users recorded activity data between 20 and 24 days, four users for 10 to 19 days, and one user for fewer than 10 days. This shows that while activity tracking is more widely used, the level of consistency still varies significantly.

4. Intensity vs Activity Discrepancy

Bellabeat products track different levels of physical activity intensity—namely, Very Active Minutes, Fairly Active Minutes, Lightly Active Minutes, and Sedentary Minutes. Ideally, the combined total of these intensity minutes should match the total active minutes recorded by users. However, the data revealed significant discrepancies. Only 8 users had closely matching total activity and intensity hours (within one hour difference). In contrast, several users showed large mismatches, with the greatest discrepancy reaching up to 259 hours. This inconsistency could indicate device performance issues or user behavior anomalies.

Key Findings

From the analysis;

  • 25 users used Bellabeat products to record their sleeping data,

  • 8 users used Bellabeat products to input their weight data,

  • 33 users used Bellabeat products to record their activity data

Recommendations

  1. Improve Device Reliability
  1. Maximize Membership Value by offering exclusive features such as:
  1. Increase Engagement via Bellabeat App
  1. Implement Tiered User Levels
  1. Collaborate with Healthcare Providers/Endorsement with Healthcare Professionals
  1. Enhance Device Compatibility

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