Cyclistic Bike-Share 2019 Case Study: How Does a Bike-Share Navigate Speedy Success?
Cyclistic Bike-Share 2019 Case Study: How Does a Bike-Share Navigate Speedy Success?
Embedded Files
In 2016, Cyclistic launched a successful bike-share offering. Since then, the program has grown to a fleet of 5,824 bicycles that are retraced 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, Cyclitis’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.
Cyclitis’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.
The director of marketing at Cyclistic, a bike-share company in Chicago, 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 assist with designing a new marketing strategy to convert casual riders into annual members
Reference
Reference
I use Cyclitis’s (2019 Quarterly) historical trip data to analyze and identify trends.
(Note: The datasets have a different name because Cyclistic is a fictional company. For the purposes of this case study, the datasets are appropriate and will enable you to answer the business questions. The data has been made available by Motivate International Inc. under this license.) This is public data that you can use to explore how different customer types are using Cyclistic bikes. But note that data-privacy issues prohibit you from using riders’ personally identifiable information. This means that you won’t be able to connect pass purchases to credit card numbers to determine if casual riders live in the Cyclistic service area or if they have purchased multiple single passes. (Download the previous 12 months of Cyclistic trip data here.)
Process
Process
Guideline:
● What tools are you choosing and why?
- The tool chosen to perform data analyst on was Microsoft Excel application. the reason I chose this application because I wanted to practice and demonstrate how to analyze with big data in excel using pivot tables to obtain analytical visual graphs.
● Have you ensured your data’s integrity?
- Data integrity was checked to ensured information are consistent
- All data are within the same year
- All data came from the same source
- Collected all four quarters data.
● What steps have you taken to ensure that your data is clean?
- Fixed data in cells file to match it columns format types. (Datetime, Boolean, integer, character, and decimals)
- Provided a header to each column
- Removed duplicate in trip ids, since each sign out trip should have it own identification number
- Replaces blank cells with “unknown” value for simplified calculation steps
- Added two new columns asked by project manager: “Day_of_the_week” and “ride_length”
● How can you verify that your data is clean and ready to analyze?
- All data in columns files are matched to it formats
- All quarters data are matched in columns header names for merging
- All blanks in all four files are replaced with “unknown’ value
- All duplicates in “trip_id” in all four files are removed
● Have you documented your cleaning process so you can review and share those results?
- All cleaning steps are noted down and able to be review and shared
Analysis Result
Analysis Result
Majority customers of Cyclistic bikeshare Company are subscriber members. They consist up to 77% of the customers population and has the highest ride length in both groups. However, of the two groups, subscriber members taken more trips in the weekday than weekend in comparison to casual customers. The casual riders taken majority of their trips in the weekend, suggesting that casual riders find purpose for the bikes as an weekend leisure activity rather than for daily personal usage like subscribe members. Although each population has different purpose for the bike, the data shown that the most trips taken for both casual and subscribers are in Q2 and Q3. These finding may suggest people find the use case for the bikes more during the Summer and Fall times of the year. The increased in trips taken during these seasons could indicated the relationship with the weather conditions and social behavior. Once surprising trend found is that majority of subscriber members are males and they made up to nearly 75% of the subscriber members.
Majority customers of Cyclistic bikeshare Company are subscriber members. They consist up to 77% of the customers population and has the highest ride length in both groups. However, of the two groups, subscriber members taken more trips in the weekday than weekend in comparison to casual customers. The casual riders taken majority of their trips in the weekend, suggesting that casual riders find purpose for the bikes as an weekend leisure activity rather than for daily personal usage like subscribe members. Although each population has different purpose for the bike, the data shown that the most trips taken for both casual and subscribers are in Q2 and Q3. These finding may suggest people find the use case for the bikes more during the Summer and Fall times of the year. The increased in trips taken during these seasons could indicated the relationship with the weather conditions and social behavior. Once surprising trend found is that majority of subscriber members are males and they made up to nearly 75% of the subscriber members.
All Graphs Were Charted From Pivot Tables From Microsoft Excel
All Graphs Were Charted From Pivot Tables From Microsoft Excel
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In conclusion, Cyclistic Bike-share Company consist of majority males’ riders with annual subscription memberships. The finding suggests that the purposes for the bikes as of the year 2019 were for daily travel/commute for members and occasion leisure activity for casual riders. The team may apply the insight by come up with new ways for casual rider to use the bikes other than for leisure. Casual riders may buy Cyclistic annual membership if there is a potential rewards system that would provide additional values longer ride length and higher volume of trips taken. Such system that provide purposes for casual riders to use it more than just for leisure.
Act
The steps would requires company to recruits software developers to assist building a mobile application to promote company events, fitness challenges, or “fun ride tasks” to release within the Summer and Fall seasons to increase public awareness, since the highest rate of casual riders concentrated in these seasons. In addition, create a ranking rewarding system for completing those challenges or tasks specially may provide a positive reinforcement and fulfil the purposes for casual riders to upgrades to subscription members. however, since there surprise finding in percentage of male population. The company may have the option to narrowing down marketing effort to just males’ casual customers population to increase subscribers.
Future Improvement (Went Back and Completed)
Future Improvement (Went Back and Completed)
Find average ages from birthday column to narrowing down marketing effort.
The average ages use the bike most is 26 -40 years old.
The average ages and genders uses the bike the most is male around age of 27 years old with average of nearly 80K members and females slightly below 50K members.
Created a heat map for started and ended location of each trip ids to show popular locations that contained high volume of trips ids to further narrow down focus of marketing to the precise needed area.
According to the heat map, the most concentrated area with most amount of trip ids departs from are located in North American, specifically, Mid-west region of United States. The regions includes tops two cities that have the most bikes departed from are Chicago, and New York.
All Work Was Completed With Microsoft Power BI - (Access cannot be share because of free version was used to perform analysis)
All Work Was Completed With Microsoft Power BI - (Access cannot be share because of free version was used to perform analysis)
Describe what role you played on your team?
Describe what role you played on your team?
Data Analyst Intern/Student
Who did you have to work with to achieve your goal?
Who did you have to work with to achieve your goal?
Project managers
What was the outcome of the project?
What was the outcome of the project?
To be determine by board members of the company
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