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Cyclistic
Cyclistic
This is the first of two capstone projects from the Google Professional Data Analyst certification. The data I analyzed and cleaned solely with Excel, comes from a fictional company that provides bicycles to Chicago named Cyclistic.
This is the first of two capstone projects from the Google Professional Data Analyst certification. The data I analyzed and cleaned solely with Excel, comes from a fictional company that provides bicycles to Chicago named Cyclistic.
Scenario:
The data provided is of a fictional bike supplier in the city of Chicago, having 5,824 bikes and 692 stations that you can return the bike to after use. Casual riders are defined as those who have a single or day pass to ride the bicycles. Annual memberships are more profitable than casual users and for company growth, the stakeholders want to focus on converting casual users into annual memberships and how best to do so. This data covers April of 2024 to April of 2025 for bike usage statistics (over a million rows of data). I began with cleaning and organizing the data for analysis and removed ride_id, location_id, and any other defining information for the customer's privacy.
Questions:
How do annual members and casual riders use bikes differently?
Why would casual users buy an annual membership?
How can Cyclistic use digital media to make casual riders into members?
Questions answered:
Casual riders make up a quarter of the usage of bike hours, although there are 3 times the amount of annual members to casual riders. Of every membership type, a vast majority of users only use the bike for less than 10 minutes.
Casual members would buy an annual membership if it was worth it to them financially or beneficially. My consideration would be to include benefits or a sale to drive the casual members to thoughtfully purchase an annual membership so they return after it expires for loyal customers.
Cyclistic could use a system similar to an insurance endorsement for attending a tutorial on proper use of the bikes, so people are aware of how to not damage the property ( to reduce liability and wear on the bikes: no jumping, no exceeding set speeds, and no racing others.) They may also be able to incentivize people to post about their experience with their completing of the tutorial and the rewards that followed so casual users would feel like they’re missing out.
Can also use social media to target members saying they have included free ice water or an air conditioned waiting area when they rent a bike in the hotter months to incentivize usage and that casual members can buy water at the stand for a reasonable price but are not allowed to use the member only area.
Recommendations for the stakeholders of Cyclistic:
Casual members make up a quarter of bike usage, however casual riders make up a third of users
For repeated annual members, I recommended for incentives to be added to the annual members such as having a flat fee for memberships while charging by the mile for casual users
To further incentivize annual members, I recommended a system similar to insurance endorsements where there would be savings if it was attended, which would also reduce the improper usage of the bikes leading to ultimately less maintenance of the bikes
Target social media by supplying cold waters or
License: Provided and licensed by Coursera
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