Scenario

I am a junior data analyst working in the marketing analyst team at Cyclistic. The director of marketing believes the company’s future success depends on maximizing the number of annual memberships. Therefore, my team wants to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, my team will design a new marketing strategy to convert casual riders into annual members. But first, Cyclistic executives must approve our recommendations, so they must be backed up with compelling data insights and professional data visualizations.

The analysis is done based on the following steps in a step-by-step manner:

ASK

• We have been assigned the task to answer the question : How do annual members and casual riders use Cyclistic bike differently ?

• Primary stakeholder : Cyclistic executive team

• Secondary stakeholder : Lily Moreno, the director of marketing and project manager

PREPARE

• The dataset used for this analysis consists of rider's data for 12 months(April 20- Mar 21)

• The data has been made available by Motive International Inc. under this license and can be downloaded from here

• This data is reliable as it came from a trusted source, is original, is comprehensive since it contains the data we need to answer the business question, is current and its source can be cited. So our data ROCCCs.

PROCESS

• I have used R for processing and analysis because the file size was too large for a spreadsheet software to handle and R seemed a better option as compared to SQL server.

• I have uploaded the codes, that I used for processing and analyzing data, on Kaggle. Please go to this link to view my notebook.

ANALYZE

• I have uploaded the codes, that I used for processing and analyzing data, on Kaggle. Please go to this link to view my notebook.

SHARE

• I performed the data visualization on Tableau. Tableau is a data visualization software focused on business intelligence.

• Following data visualizations answers our business question: How do annual members and casual riders use Cyclistic bike differently ?

• Click on visualizations to view it on tableau.

• This graph shows that the number of rides for annual members slowly increases from Sunday to Saturday.

• The number of rides for casual riders is very high on weekends as compared to other weekdays.

• It's highly possible that casual riders use bikes for leisure purposes whereas annual members use it for commuting to workplace and for leisure purposes as well.

• This visualization shows that the average duration of ride for casual riders is much higher than annual members on each day of the week.

• There can be two reasons for this, either casual riders travel for longer durations as compared to members or it can be that casual riders are very less in numbers as compared to members.

• Let's dive a little deeper to find out which conclusion holds true.

• This visualization shows that popularity among both user types of bike share remains at all time low in winters i.e. from December to February and starts increasing after that.

• The popularity peaks in summers and August recorded the highest number of rides.

• This may be because Chicago has very cold winters with an average low temperature of -6.9°C and people are less willing to go out during such conditions. While the average high temperature during summers is 29.6°C which is fine for doing outdoor activities.

• This graph also makes clear that casual riders ride for a longer duration as compared to annual members.

• Comparing the numbers of both types of users it turns out that there were 20,52,075 annual members and 14,27,121 casual riders i.e. a difference of 6,24,954

• Hence, it seems that both of our assumptions i.e., casual riders travel for longer duration and they are less in numbers as compared to annual members, holds true.

• Docked bikes are more popular among both types of users followed by electric and then by classic bikes.

• In the top 10 starting stations ,only one starting station(Lake Shore Dr & North Blvd) is common between the two user types.

• We need to plan our marketing strategy focused on the areas which are popular among casual riders.

ACT

• Here, I present you with my conclusion and recommendations for further actions.

Conclusions:

1. Casual riders ride for a longer duration as compared to annual members.

2. Casual riders are more likely to ride on weekends and less likely to ride on weekdays

3. Annual members are more in numbers as compared to casual riders.

Recommendations:

1. If we convince casual riders to use our bikes to commute to work as well, it's possible that we will be able to convert them to annual members. Special offers for those who use our bikes for commuting to work can help us achieve this.

2. Marketing campaigns such as discounts and offers in annual membership can be launched in summers on weekends and can be targeted to areas where casual riders are more likely to start their rides.

3. Finally, improving our user experience for annual members can also help us in achieving our target.

*** End of Report ***

Thank you for taking your valuable time to go through my data analysis project. Hope you enjoyed your time here. All comments and suggestions are welcomed because it helps me keep improving. You can also comment on my Kaggle notebook on this link . Below is my contact information, feel free to get in touch.