Digital Marketing Analytics in Practice

Professor Kevin Hartman

Module 3: Bellabeat Case Study

Table of Contents
Module 3: Bellabeat Case Study ............................................................................................. 1
Lesson 3-0: Module 3 Overview ......................................................................................................2
Lesson 3-0.1: Module 3 Introduction ....................................................................................................................2

Lesson 3-1: Plan .............................................................................................................................5

Lesson 3-1.1: Plan .................................................................................................................................................5

Lesson 3-2: Collect ..........................................................................................................................8

Lesson 3-2.1: Collect .............................................................................................................................................8

Lesson 3-3: Analyze ...................................................................................................................... 10

Lesson 3-3.1: Analyze ..........................................................................................................................................10

Lesson 3-4: Report........................................................................................................................ 12

Lesson 3-4.1: Report ...........................................................................................................................................12

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 Digital Marketing Analytics in Practice
Professor Kevin Hartman

Lesson 3-0: Module 3 Overview

Lesson 3-0.1: Module 3 Introduction

Module 7, the Bellabeat case study. We are going to bring this analytics journey and process to
life by demonstrating it at a company named Bellabeat. There will be four lessons to this case
study. The first is around the first step of our analytics journey, which is planning. The second is
around the second step, which is collecting data. The third lesson is around the third step of
analyzing that data. And then finally, the fourth lesson will cover the fourth step in our process,
which is building a report out on the insights that we've found.

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Professor Kevin Hartman

So let's talk a little bit about the company that is Bellabeat. Bellabeat is a high tech company
that designs products for women. Their lead flagship product is something called the Shell,
which a woman who is expecting can use to hear her baby's heartbeat through a Bluetooth
connection to her phone, very simply and elegantly make that connection. Their products are
beautiful, they are high tech, they're well designed.

If you've heard of Bellabeat, it might be because Ashton Kutcher and Mila Kunis used that
product to announce that they were expecting a baby. They recorded the sound using a shell of
their baby's heartbeat and then tweeted that out, that gave the company quite a boost and a

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good deal of notoriety. They have other products as well. And why don't we take a quick look at
them featuring one of their other products, something called Balance, that also gives you a real
sense for the company's culture. [MUSIC] So you also in that video, you saw Balance which is
the Bluetooth scale featured but you also saw, if you were watching closely, another product
that they call Leaf, which is an activity tracker that looks more like a piece of jewelry. And that's
kind of what this company does to set itself apart.

Their products, the three primary ones, Leaf, Balance, Shell are all beautifully designed and
really fit in the lifestyle of an active woman. We are now going to trace the four steps of our
analytics process against this company to really demonstrate how we bring these steps to life.

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Professor Kevin Hartman

Lesson 3-1: Plan

Lesson 3-1.1: Plan

Lesson 1 in the Bellabeat case study, this is the planning step. We're on this Analytics journey,
demonstrating it with Bellabeat in taking on the first step of plan

Now, we've talked before about how we structure analytics plan and all the different elements.

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Professor Kevin Hartman

We showed an example before of a company that needed to grow brand loyalty and what those
questions that we might ask, and then the data that we would go out and pursue to analyze to
answer those questions might be.

As we look at Bellabeat, we would apply their consumer decision journey. The consumer
decision journey of a woman who's investigating these types of products, we would probably
want to focus on a specific product just so that we are very clear. We would ask ourselves or
conduct some analysis around these questions.

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Well, growing brand loyalty certainly would be something I'm sure Bellabeat would not argue with.
We would probably find that growing awareness is more important for them. Look, this is a small
company who does beautiful work, and just having more people aware of their products is
probably the first step that they should tackle. When we do that, we would want to think through
the what, how, and why questions we want to ask. These are examples, but by no means are
they the only questions that would be worthwhile investigating. We might look at what has been
consumer awareness overtime. We might want to know to put some checks onto that, how has
awareness for Bellabeat changed over time? Then to really get deep and investigate into the
underlying reasons, we might want to investigate why is awareness critical for Bellabeat product
sales? For each of those questions that we're asking then, there's distinct data that we will want
to go out and collect to analyze and then answer those questions. Again. At this point, we're being
very flexible. As we get down this journey and down the road, we might find that the data we
thought was available wasn't all we needed to switch it out, but at this point, we have a solid, well-
organized plan to go out and begin to collect information.

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Lesson 3-2: Collect

Lesson 3-2.1: Collect

Lesson 2, the data collection phase of our Bellabeat case study. We are walking through this
analytics journey. We are on this second step. We have a great plan. Now the next step will be to
go out and start to collect this data that we've identified. I want to focus specifically on just one
element of data to demonstrate for you how we might do that. This is this idea of tech adoption
over time, which we think will probably come from some third-party study.

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I want to show you how easy this data can be to collect now. I'm going to demonstrate just how
easy it is to find data today. Look, we've laid out a very good plan, we've identified the data we
want to collect. Maybe some of that data exists. The company can hand it to us, maybe we are
bringing that data now, but if we need to go out and seek data, it's a really easy endeavor now
with the vast amount of information that's available to us. Let's say we're looking at this idea of
finding tech adoption over time. I'm simply going to crack open Chrome. I'm going to go to
Google's Dataset Search tool. From here, I'm just going to type in, tech adoption over time. Let's
see what we get. I get a number of different open datasources and sets. But one that's really
important for me here is this idea of adoption rate of technologies in companies worldwide 2019.
If we get into there, we will see the adoption of various technologies in that year across a
number of different companies. I can very easily and quickly download that data. There it goes. I
can go back and now I can look at the same data from 2018-2017 on and on and on, continue
to download that data, and just build out my own datasource. I would knit this together in
something like Excel or Google Sheets for sure. But that becomes the data that I would use to
start to analyze that technology adoption over time. As we've collected up all of that data and
we downloaded it and we've gotten into a workable form, we will be building a dataset from the
various elements we've collected. Now, handling that data is the time that we need to be very
diligent about errors for sure. But as we build that asset up to see tech adoption over time, we
will have a larger, more robust dataset that we can analyze. We can frankly keep that dataset in
Excel, in Google Sheets. If that dataset was something a little more unwieldy, maybe we would
use SQL or we would use R or something else. But at this phase, to collect this idea of tech
adoption over time, we can really get it all done in a pretty standard, common application like
Excel or Google Sheets.

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Professor Kevin Hartman

Lesson 3-3: Analyze

Lesson 3-3.1: Analyze

Lesson 3, the analyze portion of our Bellabeat case study. We are working our way through this
journey. We're on the third step. Now, at this point we've collected our data, and what we need
to do now is take that data and get it into some visual form so that the story can be pulled from
the information.

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Here's what that might look like. Now, we would probably throw this through a number of
different visualizations, but if we're looking at technologies adoption over time, for a number of
different technologies, a line graph that compares them all is by far the easiest way for us to do
this. Now, at this point, the graph looks awful and that's fine. This is just for our eyes. All we
want to do is see where the story is. Now, some of this data is going to be important, some of it
is not. What this visual technique allows us to do is understand which ones we want to pull out
for our stories and which ones we want to get rid of. This phase, just getting a visual and
analyzing that visual is what we need to do at the third step of our journey, analyze.

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Lesson 3-4: Report

Lesson 3-4.1: Report

Lesson 4, the report phase, a viability case study. Now, we are, as we've said, moving through
the four phases of our analytics plan. We're at the final stage, which is the idea of producing a
report, a visual that will communicate our story to our audience and do that effectively and
efficiently.

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We have our plan. We've been following our plan and testing out the data that we wanted to
collect and using that data to investigate the key questions we've identified. As a little bit of a
deep dive, we went into this idea of finding tech adoption over time, which we collected and
accumulated into a spreadsheet.

We also created a visual of that, so that we can start to see the story. Now that visual is for our
eyes only and it is a work in progress. It is something that we would never display to a client,
because there is no story here yet. At least the story doesn't jump out to an audience that is not
engaged in the data collection and the analysis that we've done. This image might have come
straight out of Excel if that's where we're collecting the data. If it was a data of larger size, we
might have done this in R, it doesn't matter whatever this visual is, it's not the one that is
ultimately going to make it into our presentation.

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There are some things that we could do on that visual to just clean it up a little bit. We could add
color to start to distinguish some of these technologies out. We would add a label to the axis to
inform an audience of what they were looking at. We would add a headline. This has some of
the elements that we might want to do, and while it is certainly an improvement, it is still far from
perfect. It doesn't have that real polish and the kind of attention to detail that we really want to
make sure our visuals have. This visual would be much better.

We've done a number of things, now, taking that same data and creating something that visually
communicates a story much more effectively. Noticeably, we've cut a lot of the data out,

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because much of that was just unnecessary. It was clutter and noise that wasn't really germane
to our story, and would do nothing but distract our audience, so we remove it entirely. There are
some other important things that we've done to this visual as well. Off the bat, we have added a
headline that is a little more succinct and more straightforward and tells the audience that you
are looking at years needed for technologies to reach some percent of the US households.
Some adoption level. That headline has been added and it answers the question for the
audience, what am I looking at? We've also added a subtitle right below it, which says to the
audience here is what you should think after you've looked at this chart. It is our insight, and it
gives us a chance to document that clearly. In terms of labeling, we have placed a label on the
vertical axis where our audience expects to see it, which is on the left side aligned with the axis.
We've also taken this text and instead of turning it vertically in which no one prints and no one
reads well, we've turned it horizontally the way that texts should be presented so that our
audience can see that clearly. We have years on the horizontal axis, which is an a cadence that
our audience would expect. It's every 20 years. In this case, it's something that can set a
consistent set for our audience to get context around that. We have importantly added a label
there. Look, anyone could look at this and know it's years. That's pretty intuitive. But years in
what context and what we've actually presented here, is the first year that these technologies
became commercially available. Unless we say that our audience is not going to know that.
They might be able to infer or deduce it or figure it out in some way. But again, that would take
pretty high-level brain activity, and we want more than anything to keep those prefrontal cortex
sitting out in the audience as silent as possible. We're not placing anything over on the far right
where our audience would not expect to see something of importance. Actually, served to just
draw their eyes off the primary elements of this chart, which is the data. We've also done some
work here with labeling. We have directly labeled the individual data elements so that our
audience doesn't have to scan a page looking for a key to find what those different elements
mean. We've used some iconography as well to reinforce those messages and pull that shape
contrast. This is a much improved chart that has a clear meeting, uses contrast very well, and
also brings a really sophisticated execution with a lot of polish to the visual.

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