Google Capstone Project - Case Study 1 - Cyclistic
Google Capstone Project - Case Study 1 - Cyclistic
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Introduction
Introduction
This case study is one of the final projects in the Google Data Analytics Professional Certificate course. As part of the case study, I'll be analyzing some public datasets as if I'm working in the marketing analyst team at a bike-sharing company called Cyclistic.
This case study is one of the final projects in the Google Data Analytics Professional Certificate course. As part of the case study, I'll be analyzing some public datasets as if I'm working in the marketing analyst team at a bike-sharing company called Cyclistic.
Business Task
Business Task
Design marketing strategies aimed at converting casual riders into annual members. To do that, however, the marketing analyst team needs to understand how annual members and casual riders differ, why casual riders would buy a membership, and how digital media could affect their marketing tactics. Moreno and her team are interested in analyzing the Cyclistic historical bike trip data to identify trends.
Design marketing strategies aimed at converting casual riders into annual members. To do that, however, the marketing analyst team needs to understand how annual members and casual riders differ, why casual riders would buy a membership, and how digital media could affect their marketing tactics. Moreno and her team are interested in analyzing the Cyclistic historical bike trip data to identify trends.
The data
The data
These datasets consist of 12 CSV files, inside of zip files, corresponding to each month of the last 12 months, were collected from their client's trip data and don't contain any personal information about them. All the datasets can be accessed from here and were provided by Motivate International Inc under this license.
These datasets consist of 12 CSV files, inside of zip files, corresponding to each month of the last 12 months, were collected from their client's trip data and don't contain any personal information about them. All the datasets can be accessed from here and were provided by Motivate International Inc under this license.
Key findings
Key findings
Casual users
Casual users
Tend to ride largely on the weekends
Most active in the summer
Take on average 32 mins
Would-be friends, couples or family for leisure
Members
Members
Tend to ride daily basis
Ride even in the winter
Take on average 32 mins
Would be using a bike for the commute to work/school
Recommendations
Recommendations
An investigation should be done, in order to understand why the data from electric bikes are not being properly collected.
Marketing campaigns should be focused during summer, from June till the end of September, focusing on the weekends and in the afternoons.
Creating a couples discount or family discount on the annual subscription may help incentivize the users that just ride for leisure on weekends.
Creating a seasonal subscription may help with attracting users on vacation or more casual users towards a subscription model.
Note's
Note's
All the the data was cleaned and manipulated using R and the graphs were created using Tableau.
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