This case study outlines an analysis performed on customer habits of Cyclistic, a fictional bike-share company,  following a shift in focus of customer groups for sustainable financial growth. Cyclistic wishes to design marketing strategies to convert casual riders into annual members.

The analysis draws insights into differences in ride length, number of trips made, and day with most rides, between casual riders and annual members. Recommendations on the next steps of the marketing team are made based on those insights.

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