Capstone Project: How Can a Wellness Technology Company Play It Smart?

Bellabeat, a high-tech company that manufactures health-focused smart products, is seeking growth opportunities in the global smart device market. The company's Time smart device, which is fashionable, functional, and designed specifically for women, has been selected for a marketing campaign. The founding owners have asked the marketing analytics team to provide high-level recommendations and an analysis of smart device data, specifically "FitBit Data."

Content

The dataset was downloaded from https://creativecommons.org/publicdomain/zero/1.0/, dataset made available through https://wordpress.org/openverse/search/?q=FitBit%20Fitness%20Tracker%20Data Download into Kaggle

Dataset: Daily_Activity_2022_27_02) Rows: 940 Columns: 15 Data is from April 2016 to May 2016 30 eligible Fitbit users consented to the submission of personal tracker data, including minute-level output for physical activity, heart rate, and sleep monitoring. The data includes information about daily activity steps, and heart rate that can be used to explore user's habits.

Acknowledgements

Thank you to all the Google Analytics Course Instructors, all were very versed in their area of expertise. The instructors helped to build confidence and noted that coding errors are part of the learning process. Thank you to the Rstudio Community and all of the online resources provided.

Inspiration

The inspiration for selecting this capstone project is based on the belief that health and well being is ultimately a person's wealth. If there were a catastrophe tomorrow and we were to loose all of our possessions we soon realize that possession can be recovered and life goes on. When our health is threatened our world can be turned upside down and we may never recover. Tracking the smart device users activities provides insight on how much activity individuals are getting, how many minutes and when we tend to get the most activity. The amount of activity, exercise is important for our overall health. Physical activity guidelines for adults should be at least 150 minutes (2 hours and 30 minutes) a week of vigorous-intensity aerobic physical activity. The benefits of physical activity are numerous, improved bone health, improved weight status, reduced anxiety and many more which leads to overall improved quality of life.

PurposeThis study examined the impacts of customer knowledge management and flow experience on customer value co-creation and the mediating role of flow experience in the context of fitness apps.Design/methodology/approachUsing the questionnaire star platform to edit the questionnaire and collect data(n = 450). A structural equation modeling test was conducted to examine the relationships between the variables.FindingsThe findings reveal that in a fitness app service scenario, customer knowledge management has a significant positive impact on customer flow experience, customer flow experience has a significant positive impact on customer value co-creation, and customer flow experience plays a partial mediating role in the path from customer knowledge management to customer value co-creation.Practical implicationsThe results could help fitness-app-related enterprises or service organizations understand the factors influencing and processes of customer participation in value co-creation and thus could help such enterprises and organizations formulate effective marketing strategies to realize customer value co-creation and ultimately to achieve their development goals.Originality/valueUsing value co-creation theory and customer-dominant logic, this study analyzed the effects of customer knowledge management, flow experience, and customer value co-creation in the context of fitness apps and examined the mediating role of flow experience. The findings fill a gap in the theoretical research regarding customer value co-creation in the context of fitness apps and expand the scope of research on customer knowledge management and flow experience.

Here are a few use cases for this project:

1. Smart Recycling Kiosks: The "Fill Level" model can be used in recycling machines or kiosks, helping to determine whether bottles are empty or not before they're accepted for recycling. If a bottle is not empty, the machine could return it for it to be emptied, avoiding potential spills and messes.

2. Fitness Applications: In a fitness app, the model can track the consumption of water during workouts, reminding users to stay hydrated by keeping count of the water they've consumed and the amount left in the bottle.

3. Beverage Industry Quality Control: Companies producing bottled beverages can use the model to ensure each bottle is filled to the correct level during the production process, improving quality control and consistency across all units.

4. Retail Inventory Management: In retail environments, the model could be used to verify that no products have been partially consumed or tampered with before being returned to the shelves.

5. Environment Monitoring: For environmental studies or organizations, this model can be employed to monitor water usage in public places, helping to measure public consumption patterns and implement water conservation measures.

Here are a few use cases for this project:

1. Medical Diagnostics: The "deeeetection1-2" model can be used to identify diverse problems in medical imaging by classifying the condition of a patient's body part into different categories (TYPE 0, TYPE 1, Oijjhd), helping doctors with early diagnosis and treatment.

2. Fitness and Health Apps: This model could be used in fitness and health monitoring apps to assess and monitor a person's physical condition or progress based on changes in their body structure.

3. Body Transformation Studies: The model can be deployed to track the changes in a person's body due to dietary changes, exercise, or medicinal treatment. This can provide helpful insights in weight loss programs or muscle development training.

4. Posture Analysis: In physiotherapy, this model can aid in analyzing the posture and alignment of a person's body, helping physiotherapists to provide tailored treatment plans for their patients.

5. Fashion and Clothing Industry: This computer vision model can be used in the clothing industry for intelligent size recommendation systems. By identifying different body types, a more personalized clothing size can be suggested to customers.