Introduction:

In 2016, Cyclistic launched a successful bike-share offering. The bikes can be unlocked from one station and returned to any other station in the system anytime. Since then, the program has grown to a fleet of 5,824 bicycles that are geo-tracked 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: single-ride passes, full-day passes, and annual memberships. Customers who purchase single-ride or full-day passes are referred to as casual riders. Customers who purchase annual memberships are Cyclistic members.

Scenario:

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, the company 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, the company 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. Marketing team needs to 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.

Objectives:

To discover how casual riders and Cyclistic members use their rental bikes differently. Finance analysts have concluded that annual members are more profitable.

• How do annual members and casual riders use Cyclistic bikes differently?

• Why would casual riders buy Cyclistic annual memberships?

• How can Cyclistic use digital media to influence casual riders to become members?

Business Task:

The results of this analysis will be used to design a new marketing strategy to aqcuire more subscribers / to convert casual riders to annual members.

Data Source:

• Motivate International Inc.

Data Integrity & Credibility:

• Data is company internal data, publicly available, and does not contain personal information.

Tools:

• Data cleaning, preparation, analysis done in R. (too large for excel)
• Data visualizations made in R and Tableau.

Other Methods:

• SQL used as alternative method for data cleaning, preparation and analysis.