PROJECT 2: Cyclistic

OBJECTIVE

The aim of this case study is to analyze customer of a fictional company, Cyclistic data from 2015 and find insight that will help the marketing team to devise new strategy to convert casual riders to annual members. The three question to guide the future marketing strategy :

• How do annual members and casual riders use Cyclistic bikes differently?

• Why would casual riders buy annual memberships?

• How can one use digital media to influence casual riders to become annual members?

KEY INSIGHTS

1. Usage Patterns : Annual vs. Casual Riders 

• Analyzed ride patterns and found that annual members primarily use bikes for commuting and errands, while casual riders engage in longer leisure rides. 

• Data confirms that casual riders tend to have higher ride durations than subscribers. 

2. Driving Membership Conversions 

• Identified opportunities to convert casual riders by promoting short, frequent rides for commuting. 

• Developed pricing comparisons to showcase the cost-effectiveness of memberships over per-ride payments. 

• Recommended increasing bike availability in high-demand areas and optimizing docking stations. Additionally, proposed targeted strategies to attract older users, as the primary demographic skews towards younger adults (20-39). 

3. Digital Media Strategy for Membership Growth 

• Implemented data-driven campaigns to demonstrate savings from shorter, frequent rides with a membership. 

• Highlighted membership perks such as priority access, flat fees, and enhanced convenience. 

• Addressed gender disparities by designing safety-focused campaigns to encourage female ridership.