This case study was completed by Abhishek Jain as part of the Google Data Analytics Professional Certification - Capstone Project on 09-06-2022. R has been used to complete this case study and then hosted online through Git. Each tab at the top of this website documents the different steps required to complete this study.
You are a junior data analyst working in the marketing analyst team at Cyclistic, a bike-share company in Chicago. The director of marketing believes the company’s future success depends on maximizing the number of annual memberships. Therefore, your team wants to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, your team will design a new marketing strategy to convert casual riders into annual members. But first, Cyclistic executives must approve your recommendations, so they must be backed up with compelling data insights and professional data visualizations.
1. Cyclistic: A bike-share program that features more than 5,800 bicycles and 600 docking stations. Cyclistic sets itself apart by also offering reclining bikes, hand tricycles, and cargo bikes, making bike-share more inclusive to people with disabilities and riders who can’t use a standard two-wheeled bike. The majority of riders opt for traditional bikes; about 8% of riders use the assistive options. Cyclistic users are more likely to ride for leisure, but about 30% use them to commute to work each day.
2. Lily Moreno: The director of marketing and your manager. Moreno is responsible for the development of campaigns and initiatives to promote the bike-share program. These may include email, social media, and other channels.
3. Cyclistic marketing analytics team: A team of data analysts who are responsible for collecting, analyzing, and reporting data that helps guide Cyclistic marketing strategy. You joined this team six months ago and have been busy learning about Cyclistic’s mission and business goals — as well as how you, as a junior data analyst, can help Cyclistic achieve them.
4. Cyclistic executive team: The notoriously detail-oriented executive team will decide whether to approve the recommended marketing program
In 2016, Cyclistic launched a successful bike-share offering. Since
then, the program has grown to a fleet of 5,824 bicycles that are
geotracked and locked into a network of 692 stations across Chicago. The
bikes can be unlocked from one station and returned to any other station
in the system anytime.
Until now, Cyclistic’s marketing strategy relied on building general
awareness and appealing to broad consumer segments. One approach that
helped make these things possible was the flexibility of its pricing
plans:
Customers who purchase single-ride or full-day passes are referred to
as casual riders. Customers who purchase annual memberships are
Cyclistic members.
Cyclistic’s finance analysts have concluded that annual members are much
more profitable than casual riders. Although the pricing flexibility
helps Cyclistic attract more customers, Moreno believes that maximizing
the number of annual members will be key to future growth. Rather than
creating a marketing campaign that targets all-new customers, Moreno
believes there is a very good chance to convert casual riders into
members. She notes that casual riders are already aware of the Cyclistic
program and have chosen Cyclistic for their mobility needs.
Moreno has set a clear goal: Design marketing strategies aimed at
converting casual riders into annual members. In order to do that,
however, the marketing analyst team needs to better understand
how annual members and casual riders differ, why casual riders would buy
a membership, and how digital media could affect their marketing
tactics. Moreno and her team are interested in analyzing the
Cyclistic historical bike trip data to identify trends.