BellaBeat - Using Fitness Data to Inform Marketing Strategy

Scenario: As a junior data analyst in Bellabeat's marketing analytics team, I leveraged smart device data to contribute to the company's growth strategy. My goal was to uncover insights that would shape future marketing campaigns.

Background: Bellabeat is a health-focused tech company for women. They develop wearables like the "Leaf" tracker and "Time" watch, along with the Bellabeat app, to track biometric and lifestyle data. This data empowers women to understand their bodies and make healthier choices.

Analysis: I focused on sleep and activity data. After data review, I transformed dates, merged the datasets, and cleaned them by removing duplicates and "n/a" values. Box plots helped identify outliers, which were then excluded.

Insights and Recommendations:

• The analysis revealed a negative correlation between sleep time and activity levels.

• This suggests a marketing campaign emphasising the importance of sleep monitoring for those seeking high activity levels.

• A positive correlation was also found between activity and calorie consumption.

• This highlights the value of monitoring or regulating calorie intake for a healthy lifestyle.

Marketing Opportunity: Targeting consumers interested in managing activity and calorie intake presents a strong opportunity. By promoting the sleep monitoring capabilities of the "Time" watch and "Leaf" tracker, and the calorie tracking features of the Bellabeat app, we can effectively target and engage this audience.

Analysing Energy Demand for AusEnergy*

Australian energy provider, AusEnergy, partnered with data consultancy firm, DataSpace, to optimise their energy production planning.

Scenario: As a Junior Analyst at DataSpace, I was tasked with analysing energy usage data provided by AusEnergy. I also had access to a CSV file containing Australian holidays and school days for the relevant period.

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Developing a Project Progress Dashboard for DentalPharma (Tableau)*

1. Data Preparation: The provided CSV data was clean and readily available for loading into Tableau Public.

2. Dashboard Design: I created a blueprint outlining the dashboard layout and functionality. I also developed Mockups to visualise the charts and their functionalities.

3. Interactive Storytelling: A story was created within Tableau Public featuring an interactive dashboard. This dashboard included:

• On-demand filters: Managers at different levels (General, Regional, Country) could filter by region, country, project type (Marketing, IT), and project phase.

• Bar Charts: These charts displayed countries that exceeded budget and planned duration percentages, as well as countries that underdelivered on projects (percentage).

Additional visualizations included:

• Line Chart: Financial performance over time.

• Heatmap: Project duration deviations across various parameters.

• Box Plots: Actual project costs visualized.

Deliverables:

• A PowerPoint presentation was created to explain the data analysis life cycle.

• The presentation showcased the Tableau Public story and provided instructions on how to use the interactive dashboard effectivel

Data Cleaning for Camden Borough Parks & Open Spaces Initiative*

My Role: As a Junior Data Analyst within the Borough of Camden's data team, I was tasked with cleaning and evaluating the provided tree data to assess its suitability for these projects.

Objective: This project aimed to determine the quality and completeness of the existing tree data to support the planned initiatives.

Analysis:

• Data Sources & Formats: The data resided in various formats, including JSON, CSV, and Excel.

• Data Cleaning & Quality Assessment: I utilised Python functions within Jupyter Notebook on Google Colab to compile, clean, and evaluate the data quality.

  • Data Visualization: Python was used to create box plots for analysing tree heights and widths.

  • Spatial Analysis: Eastings and Northings data were leveraged with Python to create scatter plots and confirm that all trees were located within the Camden Borough boundaries.

Deliverables: A PowerPoint presentation was created to address the following:

• Data Lifecycle & Routine Tasks: Explanation of the data life cycle and the steps involved in regular data maintenance.

• Data Source Identification & Risks: Identifying data sources and associated risks and challenges during data integration.

• Customer Requirements Analysis: Highlighting the customer requirements analysis process and its impact on project planning and outputs.

• Data Quality Risk Management: Identifying and escalating potential data quality issues along with proposed mitigation strategies and solutions.

• Data Classification Principles: Applying relevant data classification principles within the data analysis activity.

• Data Principles: Describing core principles of open, public, administrative, and research data.

Background: ChatData, an online forum for data analysts, seeks to improve user engagement and platform features based on user interaction data.

My Role: As a Junior Data Analyst at ChatData, I was tasked with analysing user activity data to inform these improvements.

Analysis Approach:

1. Data Exploration: I utilised SQLite, a lightweight relational database management system. SQL queries were executed using SQLMagic and Python functions within a Jupiter Notebook environment on Google Colab.

2. Entity Relationship Diagram (ERD): To visualize data table relationships, I created an ERD before analysis.

3. User Activity Analysis: Specific queries were designed to address the Social Media Manager's requirements. These queries identified:

   • Top Users: Identifying the most active users on the platform.

   • User Locations: Analysing user geographical distribution.

   • Comment Activity: Examining the number of comments posted by users.

Deliverables: A presentation was prepared that covered the following aspects:

• Data Security: Emphasised secure data system usage in accordance with company procedures and regulations. Presented Data Protection Act 2018 as UK’s implementation of the General Data Protection Regulation (GDPR).

• Data Life Cycle & Tasks: Explained the stages of the data life cycle and the steps involved in completing specific tasks.

• Data Quality Management: Identified potential data quality risks and proposed mitigation strategies/solutions.

• Data Fundamentals: Described core principles of data structures, database design, implementation, and maintenance.

Analyzing User Interaction on ChatData Forum*

* This project is a product of my participation in the Skills Bootcamp delivered by OpenClassrooms

Background: My latest role was with Teleflex Inc, a global organisation and leading company in the MedTech world. Teleflex portfolio includes solutions in the fields of vascular and interventional access, surgical, anesthesia, cardiac care, urology, emergency medicine and respiratory care. I spent the last 7 years of my career in the medical industry in Teleflex Surgical division.

My Role: As an Account Manager, I performed territory and sales analysis on a regular basis. This was vital for the successful management of my business in NHS Trust and Health Boards in the SW of England, West Midlands and Wales.

Sales Data Analysis as Account Manager

Objective: To maintain high level of customer service, manage any backorder issues and maintain and grow the business.

Analysis:

• Data Sources & Formats: For my analysis I used data extracted from Power BI, Excel, Power Query and pivot tables.

• Data Visualization: I used Excel graphs and PowerPoint presentations.

Deliverables: PowerPoint presentation was created to present my findings and any strategic and business plan develop to tackle any challenges in my territory.

My Role: As part of my broader role, I held product management responsibilities for a segment of our portfolio. Additionally, I successfully managed and led projects directly related to these products.

Project: Ligation Product Discontinuation

Analysis Approach:

Data Exploration: I identified hospitals and trusts across the country that utilized the targeted product.

User Activity Analysis: I conducted a review of usage data over the preceding three years.

Project Planning: Following discussions with the UK Surgical team regarding potential challenges and considerations, I developed a plan for the product's discontinuation and replacement with an alternative option. This plan received approval from my manager.

Team Onboarding: I presented the project plan to the team and established a record-keeping log within our CRM system.

Project Management: To monitor progress and address any challenges, I implemented bi-weekly team calls. These sessions also served as a platform to make adjustments to the plan as needed to ensure we achieved our objectives. Additionally, I forecasted quantities of both the discontinued and replacement products.

Project Completion: The project successfully concluded by our established deadline, with 95% of accounts having either completed or nearly completed the replacement of the discontinued product with the alternative option.

Product & Project Management at Teleflex