I am a junior data analyst working on the marketing analyst team at Bellabeat, a high-tech manufacturer of health-focused products for women. Bellabeat is a successful small company, but they have the potential to become a larger player in the global smart device market. Urška Sršen, co-founder and Chief Creative Officer of Bellabeat, believes that analysing smart device fitness data could help unlock new growth opportunities for the company. I have been asked to focus on one of Bellabeat’s products and analyze smart device data to gain insight into how consumers are using their smart devices. The insights that I discover will then help guide marketing strategy for the company. I will present my analysis to the Bellabeat executive team along with my high-level recommendations for Bellabeat’s marketing strategy.