Ostensibly, my boss is asking for a data analysis report with the following deliverables, as per the case study roadmap:

1. A clear statement of the business task

2. A description of all data sources used

3. Documentation of any cleaning or manipulation of data

4. A summary of your analysis

5. Supporting visualisations and key findings

6. Your top three recommendations based on your analysis

Which this report shall attempt to provide, either directly here, or by linking to other resources that fulfil the requirements.

But the scenario starts with a simple question for the entire marketing department from the director: how can we convert casual riders into annual members?

That’s the crux of the project. This is further divided into three questions for the entire department:

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

2. Why would casual riders buy Cyclistic annual memberships?

3. How can Cyclistic use digital media to influence casual riders to become members?

And even more specifically, the first question is assigned as my task in this scenario.

So the question I am being asked is: How do annual members and casual riders use Cyclistic bikes differently? 

And the Key Stakeholder is my boss, who is also the director of the marketing department, and thus responsible for creating a targeted marketing campaign.

Therefore, that’s my Ask, and I need to guide my analysis accordingly.