Bellabeat Fitness Tracker Data Analysis

 Bellabeat Fitness Tracker Analysis

Using FitBit Data to Determine Fitness Tracker User Trends

Background

Bellabeat is a high-tech company created by women for women. Its main goal is to empower women through their health; therefore, data such as activity and sleep are collected from the users of the Bellabeat phone application and the three other different fitness tracker products. 

Business Task

The founder of the company would like an analysis on the trends in smart device usage. 

In order to analyze smart device usage, a public dataset from a similar fitness tracker called FitBit was used. 

Business Objectives

• What are some trends found in FitBit user data that can be applied to the customers of Bellabeat products?
• How could these trends influence Bellabeat's marketing strategy?

Data

• The FitBit tracker data is a publicly available dataset on Kaggle which is hosted by the user Möbius under the license CC0: Public Domain. The files are in .csv format.
• The data resulted from 30 consenting individuals that used a FitBit fitness tracker. The following elements were tracked at a minute-level output: physical activity, heart rate, and sleep monitoring. This includes info about daily activity, steps, and heart rate.

Tools and Process

• The data was sorted, cleaned, and analyzed using Microsoft Excel
• Data visualizations were created using Tableau

Data Visualization

The average sum of calories burned is the highest around 19:00 (7:00pm) and the lowest around 3:00 (3:00am).

On average, users spend 458.6 minutes in bed. 39.2 of those minutes are spent trying to fall asleep while the remaining 419.5 minutes are spent asleep.

Users spend most of their active time being lightly active; however, most of their time in general is spent being sedentary. 

On average, the most intense workouts occur on Tuesdays and Saturdays.

On average, the most calories are burned on Tuesdays and Saturdays.

Conclusion

• Fitbit users tend to be mostly sedentary or lightly active, implying that most users may not use their fitness tracker to actually track fitness/activity
• Users are most active on Tuesdays and Saturdays and, on average, are least active on Sundays
• 7pm is when users burn the most calories
• Users get ~7 hours of sleep on average

Recommendations for Bellabeat

• Complete the study again using only data from women in order to get more accurate results for your particular needs
• Encourage users to be more active during the typical work week, such as taking short walks during work to avoid being mostly sedentary. This can be done by establishing a leaderboard for users to compete for the most activity or a point system where users can gain more points as they are more active and use these points as discounts on Bellabeat products or memberships. A points system can also be used to encourage users to put their phone down earlier in the night, they they can get more than 7 hours of sleep.
• Push notifications can be sent out every hour to remind users to get moving!