🌸 Bellabeat Case Study: How Can a Wellness Technology Company Play It Smart?

📌 Project Overview

📑 Data Analysis Process

This project follows the 6-phase Google Data Analytics methodology: [1. Ask] ➔ [2. Prepare] ➔ [3. Process] ➔ [4. Analyze] ➔ [5. Share] ➔ [6. Act]

1. ❓ The Ask Phase

2. 📂 The Prepare Phase

3. 🛠 The Process Phase

4. 🔍 The Analyze Phase & Key Insights

A. User Participation & Daily Averages:

-- Query: Daily Activity Summary Statistics
SELECT
 COUNT(DISTINCT Id) AS total_users,
 ROUND(AVG(TotalSteps), 0) AS avg_steps,
 ROUND(AVG(TotalDistance), 2) AS avg_distance,
 ROUND(AVG(Calories), 0) AS avg_calories
FROM
 `my-project-2-492717.fit_bit_data.daily_activity`;
### B. Weekly Activity Patterns & "The Sunday Slump"
Peak Days: Users are most active on Tuesdays (8,125 steps) and Saturdays (8,153 steps).
Lowest Day: A noticeable drop in activity occurs on Sundays (6,933 steps) — a ~15% drop from peak days.
-- Query: Average Steps by Day of Week
SELECT
 FORMAT_DATE('%A', ActivityDate) AS day_of_week,
 ROUND(AVG(TotalSteps), 0) AS avg_steps
FROM
 `my-project-2-492717.fit_bit_data.daily_activity`
GROUP BY
 day_of_week
ORDER BY
 avg_steps DESC;
#### 📊 Phase 5: Share (Data Visualization)
The chart highlights the **Sunday Slump**, showcasing the drop in average steps over the weekend rest period:
*(Note: Visualized in Tableau with Y-axis scaled between 6,000 - 8,500 steps to clearly emphasize weekly behavioral variances).*
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## 🎯 Phase 6: Act (Final Recommendations)
Based on the findings, the following marketing strategies are recommended for the **Bellabeat Leaf**:
1. **Targeted "Sunday Motivation" Push Notifications:**
 * *Insight:* Significant activity drop on Sundays (6,933 steps).
 * *Action:* Configure the Bellabeat App to send friendly Sunday morning reminders or mini-challenges to encourage users to stay active on rest days.
2. **Inactivity & Sedentary Alerts:**
 * *Insight:* Users spend a majority of their day in sedentary minutes.
 * *Action:* Highlight the **Leaf's vibration alert feature** in marketing campaigns, positioning it as a tool to break long sitting hours for improved health.

3. **The "Bridge the Gap to 10K" Campaign:**
 * *Insight:* Average user steps (7,638) fall short of the 10,000 daily goal.
 * *Action:* Introduce gamified app badges and digital rewards for users making the leap from 7,000 to 10,000 steps.

4. **Personalized Sleep-Activity Correlations:**
 * *Insight:* Higher physical activity directly impacts deep sleep cycles.
 * *Action:* Deliver meaningful in-app summaries (e.g., *"Walking 2,000 more steps today improved your deep sleep quality by 15%!"*).

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## ✍️ Author
**Eiman Kamal Hassan** 
*Data Analyst*