Module 7:

Case Study: Bellabeat

By Kevin Hartman
Case Study:
Bellabeat
What we will discuss

• Plan •

• Collect

• Analyze

• Report

Source: Bellabeat
Source: Bellabeat
Source: Bellabeat
 Mila Kunis

Source: Bellabeat
• Go to Bellabeat video
• Balance
Source: Bellabeat
LEAF BALANCE SHELL

Source: Bellabeat
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis

Plan (Goal) Collect (Information) Analyze (Story) Report (Visual Form)

• Establish the campaign / brand / • Locate sources that house the required • Produce “tidy”, analysis-ready datasets • Leverage preattentive attributes in
company’s clear, singular objective to data identified in the planning step to ensure your analysis is error-free visual perception to quickly and
be addressed by your analysis effective communicate your meaning
• Utilize data mining tools and techniques • Proactively address data-quality issues
• Define key questions you will be asking necessary to collect required data and concerns • Ensure that recommendations are as
of the data clear and concise as possible
• Select a data management system that • Perform analysis techniques that lead
• Identify the type of analysis you will be balances your needs for power and you to draw conclusions from collected • Follow simple rules of design to
conducting and the resultant data you simplicity data visualize insights with impact
will need • Ensure the effectiveness of future • Compress learnings into easy-to- • Connect to your audience with passion
• Plan your approach to collecting your analysis by limiting bias in the data understand snippets by constantly to ensure your story is memorable
data — the data you require and the asking yourself “what’s the 60 seconds
sources (and tools) you will use story?”
Lesson 1: Plan
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis

Plan (Goal) Collect (Information) Analyze (Story) Report (Visual Form)

• Establish the campaign / brand / • Locate sources that house the required • Produce “tidy”, analysis-ready datasets • Leverage preattentive attributes in
company’s clear, singular objective to data identified in the planning step to ensure your analysis is error-free visual perception to quickly and
be addressed by your analysis effective communicate your meaning
• Utilize data mining tools and techniques • Proactively address data-quality issues
• Define key questions you will be asking necessary to collect required data and concerns • Ensure that recommendations are as
of the data clear and concise as possible
• Select a data management system that • Perform analysis techniques that lead
• Identify the type of analysis you will be balances your needs for power and you to draw conclusions from collected • Follow simple rules of design to
conducting and the resultant data you simplicity data visualize insights with impact
will need • Ensure the effectiveness of future • Compress learnings into easy-to- • Connect to your audience with passion
• Plan your approach to collecting your analysis by limiting bias in the data understand snippets by constantly to ensure your story is memorable
data — the data you require and the asking yourself “what’s the 60 seconds
sources (and tools) you will use story?”
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis

Plan (Goal) Collect (Information) Analyze (Story) Report (Visual Form)

• Establish the campaign / brand / • Locate sources that house the required • Produce “tidy”, analysis-ready datasets • Leverage preattentive attributes in
company’s clear, singular objective to data identified in the planning step to ensure your analysis is error-free visual perception to quickly and
be addressed by your analysis effective communicate your meaning
• Utilize data mining tools and techniques • Proactively address data-quality issues
• Define key questions you will be asking necessary to collect required data and concerns • Ensure that recommendations are as
of the data clear and concise as possible
• Select a data management system that • Perform analysis techniques that lead
• Identify the type of analysis you will be balances your needs for power and you to draw conclusions from collected • Follow simple rules of design to
conducting and the resultant data you simplicity data visualize insights with impact
will need • Ensure the effectiveness of future • Compress learnings into easy-to- • Connect to your audience with passion
• Plan your approach to collecting your analysis by limiting bias in the data understand snippets by constantly to ensure your story is memorable
data — the data you require and the asking yourself “what’s the 60 seconds
sources (and tools) you will use story?”
 Objective

OBJECTIVE
(shouldbe
(should be viewed
viewed asas aa hypothesis
hypothesis
before analysis is conducted)
before analysis is conducted)

Key
Key“What?” question
(“What”) question Key
Key“How?”
(“How”) question
question Key
Key “Why?” question
(“Why”) question

Data + Data + Data + Data + Data + Data + Data + Data + Data +

Source Source Source Source Source Source Source Source Source
 Objective

To increase sales, Company

(should be viewed as a hypothesis
X must grow brand loyalty
before analysis is conducted)

What How Why

Key
has (“What”)
been question
consumer interest Key (“How”)
strongly have question
consumer Key
did (“Why”)
some question
marketing drive
groups advocated for our sales while others did not?
in our brand over time? brand?

Search Volume
Brand Awareness
Customer Call
Consumer
Customer
Twitter Sentiment
Product Sales Hashtagged
Twitter Sentiment

Over Time
Over Time
Transcripts
Segmentation
Satisfaction
(3P Sentiment Volume
Twitter Volume
(3P Sentiment
(Google) (3P Study) (CSR Database) (3P Study) (3P Study) Analysis Tool) (Company X) (Twitter API) Analysis Tool)
Do consumers Do my
recall and Consider products satisfy
recognize my consumers’ needs?
brand?
Evaluate
Advocate

Do customers
advocate
for my brand?
The Loyalty Loop

Do the experiences I
deliver fulfill customer
expectations?
Do my POS
BUY efforts result in
wins for my
Source: McKinsey & Company
brands?
 Objective

To increase sales, Company

(should be viewed as a hypothesis
X must grow brand loyalty
before analysis is conducted)

What How Why

Key
has (“What”)
been question
consumer interest Key (“How”)
strongly have question
consumer Key
did (“Why”)
some question
marketing drive
groups advocated for our sales while others did not?
in our brand over time? brand?

Search Volume
Brand Awareness
Customer Call
Consumer
Customer
Twitter Sentiment
Product Sales Hashtagged
Twitter Sentiment

Over Time
Over Time
Transcripts
Segmentation
Satisfaction
(3P Sentiment Volume
Twitter Volume
(3P Sentiment
(Google) (3P Study) (CSR Database) (3P Study) (3P Study) Analysis Tool) (Company X) (Twitter API) Analysis Tool)
 Objective

To increase sales, Bellabeat

(should be viewed as a
must grow awarenesshypothesis
before analysis is conducted)

What How Why

Key Is awareness
(“Why”) critical for
Has(“What”) question
been consumer Key
Has (“How”)for
awareness question
Bellabeat Key question
awareness over time? changed over time? Bellabeat’s product sales?

Search Volume
Brand Awareness
Customer Call
Consumer
Customer
Twitter Sentiment
Product Sales Hashtagged
Twitter Sentiment

Over Time
Over Time
Transcripts
Segmentation
Satisfaction
(3P Sentiment Volume
Twitter Volume
(3P Sentiment
(Google) (3P Study) (CSR Database) (3P Study) (3P Study) Analysis Tool) (Company X) (Twitter API) Analysis Tool)
Reference List

• Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J., (2009, June). The consumer
decision journey. McKinsey Quarterly, (3). Retrieved from https://
www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-
consumer-decision-journey
Lesson 2: Collect
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis

Plan (Goal) Collect (Information) Analyze (Story) Report (Visual Form)

• Establish the campaign / brand / • Locate sources that house the required • Produce “tidy”, analysis-ready datasets • Leverage preattentive attributes in
company’s clear, singular objective to data identified in the planning step to ensure your analysis is error-free visual perception to quickly and
be addressed by your analysis effective communicate your meaning
• Utilize data mining tools and techniques • Proactively address data-quality issues
• Define key questions you will be asking necessary to collect required data and concerns • Ensure that recommendations are as
of the data clear and concise as possible
• Select a data management system that • Perform analysis techniques that lead
• Identify the type of analysis you will be balances your needs for power and you to draw conclusions from collected • Follow simple rules of design to
conducting and the resultant data you simplicity data visualize insights with impact
will need • Ensure the effectiveness of future • Compress learnings into easy-to- • Connect to your audience with passion
• Plan your approach to collecting your analysis by limiting bias in the data understand snippets by constantly to ensure your story is memorable
data — the data you require and the asking yourself “what’s the 60 seconds
sources (and tools) you will use story?”
 Objective

To increase sales, Bellabeat

(should be viewed as a
must grow awarenesshypothesis
before analysis is conducted)

What How Why

Key Is awareness
(“Why”) critical for
Has(“What”) question
been consumer Key
Has (“How”)for
awareness question
Bellabeat Key question
awareness over time? changed over time? Bellabeat’s product sales?

Awareness
Facebook
Share of
Website
FB Page Likes
Search Interest Bellabeat Sales Awareness
Tech Adoption

Study
Page Likes
Search Interest
Visitor Volume
Over Time
Over Time
Over time
Over Time
Over Time

(3P Study) (Facebook) (Google) (GA360) (Facebook) (Google Trends) (Bellabeat) (3P Study) (3P Study)
• Jump to screen capture walk through
• “lets look at how easy this can be”
Lesson 3: Analyze
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis

Plan (Goal) Collect (Information) Analyze (Story) Report (Visual Form)

• Establish the campaign / brand / • Locate sources that house the required • Produce “tidy”, analysis-ready datasets • Leverage preattentive attributes in
company’s clear, singular objective to data identified in the planning step to ensure your analysis is error-free visual perception to quickly and
be addressed by your analysis effective communicate your meaning
• Utilize data mining tools and techniques • Proactively address data-quality issues
• Define key questions you will be asking necessary to collect required data and concerns • Ensure that recommendations are as
of the data clear and concise as possible
• Select a data management system that • Perform analysis techniques that lead
• Identify the type of analysis you will be balances your needs for power and you to draw conclusions from collected • Follow simple rules of design to
conducting and the resultant data you simplicity data visualize insights with impact
will need • Ensure the effectiveness of future • Compress learnings into easy-to- • Connect to your audience with passion
• Plan your approach to collecting your analysis by limiting bias in the data understand snippets by constantly to ensure your story is memorable
data — the data you require and the asking yourself “what’s the 60 seconds
sources (and tools) you will use story?”
Source: Nicholas Felton / http://tinyurl.com/svbu27y
Reference List

• Felton, N. (n.d.). Consumption spreads faster today [Graph]. Retrieved from https://
statmodeling.stat.columbia.edu/2012/04/08/technology-speedup-graph/
Lesson 4: Report
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis

Plan (Goal) Collect (Information) Analyze (Story) Report (Visual Form)

• Establish the campaign / brand / • Locate sources that house the required • Produce “tidy”, analysis-ready datasets • Leverage preattentive attributes in
company’s clear, singular objective to data identified in the planning step to ensure your analysis is error-free visual perception to quickly and
be addressed by your analysis effective communicate your meaning
• Utilize data mining tools and techniques • Proactively address data-quality issues
• Define key questions you will be asking necessary to collect required data and concerns • Ensure that recommendations are as
of the data clear and concise as possible
• Select a data management system that • Perform analysis techniques that lead
• Identify the type of analysis you will be balances your needs for power and you to draw conclusions from collected • Follow simple rules of design to
conducting and the resultant data you simplicity data visualize insights with impact
will need • Ensure the effectiveness of future • Compress learnings into easy-to- • Connect to your audience with passion
• Plan your approach to collecting your analysis by limiting bias in the data understand snippets by constantly to ensure your story is memorable
data — the data you require and the asking yourself “what’s the 60 seconds
sources (and tools) you will use story?”
 Objective

To increase sales, Bellabeat

(should be viewed as a
must grow awarenesshypothesis
before analysis is conducted)

What How Why

Key Is awareness
(“Why”) critical for
Has(“What”) question
been consumer Key
Has (“How”)for
awareness question
Bellabeat Key question
awareness over time? changed over time? Bellabeat’s product sales?

Awareness
Facebook
Share of
Website
FB Page Likes
Search Interest Bellabeat Sales Awareness
Tech Adoption

Study
Page Likes
Search Interest
Visitor Volume
Over Time
Over Time
Over time
Over Time
Over Time

(3P Study) (Facebook) (Google) (GA360) (Facebook) (Google Trends) (Bellabeat) (3P Study) (3P Study)
Source: Nicholas Felton / http://tinyurl.com/svbu27y
Source: Nicholas Felton / http://tinyurl.com/svbu27y
Source: Pew Research / http://tinyurl.com/yx393hgt
Source: Pew Research / http://tinyurl.com/yx393hgt
Reference List

• Felton, N. (n.d.). Consumption spreads faster today [Graph]. Retrieved from https://
statmodeling.stat.columbia.edu/2012/04/08/technology-speedup-graph/

• Pew Research. (2014). Chart of the week: The ever-accelerating rate of technology
adoption [Chart]. Retrieved from https://www.pewresearch.org/fact-tank/
2014/03/14/chart-of-the-week-the-ever-accelerating-rate-of-technology-adoption/