Cyclistics is a bike-share company in Chicago. The director of marketing believes the company’s future success depends on maximizing the number of annual memberships. Therefore, the team wants to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, the team will design a new marketing strategy to convert casual riders into annual members.

Design marketing strategies aimed at converting casual riders into annual members. In order to do that, however, the marketing analyst team needs to better understand how annual members and casual riders differ.

Case Study Reflection

While doing this case study, I learned

• Spending the right amount of time on the questioning phase of data analysis is extremely helpful. As I did this analysis, I continued to revisit my starting questions to make sure I was answering them, or if I've uncovered a new insight which I should ask a new question about. Having quality questions from the start unlocks special insights that would otherwise remain hidden.

• Formatting is crucial for data! If formatting is not done correctly, it brings up the same problems repeatedly throughout the rest of the process.

• My problem solving process includes experimenting between different programs to find the most efficient tool for the current data question.