The purpose of this case is to determine, through an analysis of user data, how Cyclistic annual members and casual riders use Cyclistic bikes differently. The key deliverables are marketing campaign recommendations to the head of marketing, Lily Moreno supported by compelling data visuals she can present to the Cyclistic executive team.
Cyclistic is a (fictitious) bike share company launched in 2016 in Chicago, US with over 5800 bikes and nearly 700 docking stations. Cyclistic riders consist of annual members and casual riders. Casual riders are customers who purchase either single-ride or full-day passes.
Until now, Cyclistic’s marketing strategy relied on building general awareness and appealing to broad consumer segments.
Cyclistic’s finance analysts have concluded that annual members are much more profitable than casual riders.
The head of Marketing, Moreno, believes maximizing the number of annual members will be key to future growth. Her hypothesis is casual riders can likely be converted into annual members.
Moreno has set a clear goal: Design marketing strategies aimed at converting casual riders into annual members.
In order to design marketing strategies aimed at converting casual riders into annual members, the marketing analyst team needs to better understand:
This case focuses on answering the first question through an analysis of user data: How do annual members and casual riders use Cyclistic bikes differently?
Data location - original data source is here: https://divvy-tripdata.s3.amazonaws.com/index.html. ZIP files were downloaded and saved locally in .csv format.
Data time period - full calendar year March 2021 to February 2022