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HEALTH TRACKER ANALYSIS

A product and product usage analysis for Bellabeat marketing strategy

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Loyiso Victor Mahlakahlaka

2022

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STATEMENT OF BUSINESS TASK

FOCUS

    • Bellabeat Ivy and its uses against non-Bellabeat products

ANALYZE

    • Daily activities of smart device users and impacts on calories

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    • Impacts of sleep on daily activities and calories

PROVIDE

    • High-level recommendations on how trends can inform Bellabeat marketing strategy

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ANNUAL OWNERSHIP TRENDS IN SMART HEALTH TRACKER

  • Data shows annual growth in ownership of smart health tracking devices
  • There is a significant decrease in the usage of smart devices relative to ownership

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DAILY ACTIVITIES IN A 24HR CYCLE

  • On average, time spent on intense activities is about 20 minutes.
  • Activities of light intensity takes about 3 hours
  • Maximum tracking time for smart devices is about 20 hours before the next charge

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SMART DEVICE USER ATTRIBUTES

  • It is important to have some information on the health status of the owners

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  • Most of smart device users have a BMI average of 27 which translate to being overweight

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WEEKLY ACTIVITIES�

  • Data shows a direct correlation between daily activity and calories burnt

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  • Sundays, Wednesdays, and Saturdays are the most active days

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  • Tuesdays are days of least activity

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A look into smart device user’s daily activities and their influence on calorie burn

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SLEEP PATTERNS OF SMART DEVICE USERS

  • A healthy sleep pattern is between 7 and 8 hours sleep with between 10 and 20 minutes to fall asleep

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  • A sleep pattern outside healthy sleep pattern could be as a result of underlying health illness

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  • 46% of smart device users have irregular sleeping patterns

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IMPACTS OF IRREGULAR SLEEP ON DAILY ACTIVITIES

  • Number of activities per day is consistent

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  • Calories burnt per day is erratic

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  • Only Mondays and Fridays show correlation between activity steps and calories

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MY RECOMMENDATIONS FOR THE MARKETING TEAM

  • Put Emphasis on Bellabeat Ivy charging time. Bellabeat Ivy has a battery life of up to 8 days and takes 2 hours or less to recharge as opposed to 4 hours on other devices.
  • Market Bellabeat ecosystem. Bellabeat Ivy and its ecosystem allows for tracking of BMI and assist users to maintain habits in line with their goals for a healthy BMI as they use Bellabeat Ivy
  • Focus your messaging on importance of good quality sleep. Bellabeat Ivy tracks sleep and therefore with the use of the Bellabeat ecosystem, users can be encouraged to maintain good sleep habits so as to engage in activities that increase their daily calorie deficit.

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Thank You!

* Opening slide animation is from tenor.com