Cast Study Details

Introduction In this project, I dove into bike-share data from a fictional company called Cyclistic. Working through the full data analysis lifecycle, from asking the right questions and preparing the data to processing, analyzing, and sharing insights, I applied practical data skills to uncover meaningful patterns. Using a clear roadmap to guide the process, I ensured that each step built toward actionable recommendations. This case study showcases how I combine technical analysis with storytelling to help teams make informed decisions.

Scenario As a junior data analyst at Cyclistic, a Chicago bike-share company, I support the marketing team’s goal to increase annual memberships. To achieve this, we aim to understand how casual riders and annual members use the service differently. My role involves analyzing data, generating insights, and creating professional visualizations to inform recommendations. These findings will be presented to executives to guide a marketing strategy focused on converting casual riders into annual members.

Characters and Teams • Cyclistic o Bike-share program with over 5,800 bicycles and 600 docking stations o Offers inclusive options: reclining bikes, hand tricycles, cargo bikes o Approximately 8% of riders use assistive bikes o About 30% of rides are for commuting; majority are leisure rides • Lily Moreno o Director of Marketing and your manager o Oversees campaigns and initiatives across email, social media, and other channels • Cyclistic Marketing Analytics Team o Responsible for collecting, analyzing, and reporting data to inform marketing strategy o You joined six months ago as a junior data analyst, supporting the team’s goals • Cyclistic Executive Team o Detail-oriented group that will review and approve marketing recommendations

About the Company Cyclistic is a bike-share company based in Chicago. Since its launch in 2016, it has grown into a large-scale operation with thousands of riders each year. Key Facts: • Founded: 2016 • Fleet Size: 5,824 geo-tracked bicycles • Coverage: 692 docking stations across Chicago • Bike Access: Riders can unlock a bike from one station and return it to another at any time Cyclistic offers flexible pricing options that have helped attract a wide range of users: • Single-ride and full-day passes are typically used by casual riders • Annual memberships are purchased by Cyclistic members Initially, the company focused on broad marketing strategies to increase brand awareness and customer base. This approach, combined with flexible pricing, successfully grew the user base and made the service accessible to both short-term and regular users. However, internal financial analysis has shown that annual members are significantly more profitable than casual riders. Recognizing this, Director of Marketing Lily Moreno has proposed a strategic shift: rather than focusing on acquiring new users, the priority is to convert existing casual riders into annual members. Current Marketing Focus: • Goal: Increase the number of annual memberships • Target audience: Current casual riders who are already familiar with the Cyclistic brand • Approach: Use data to understand rider behavior, preferences, and opportunities for conversion • Strategy: Analyze historical trip data to uncover patterns and develop targeted digital marketing campaigns This shift marks a data-driven effort to boost membership and drive long-term growth for Cyclistic.

To shape Cyclistic’s future marketing strategy, the team is guided by three key questions:

1. How do annual members and casual riders use Cyclistic bikes differently?
2. Why would casual riders consider switching to annual memberships?
3. How can Cyclistic leverage digital media to convert casual riders into members? As a junior data analyst on the marketing analytics team, I have been assigned to answer the first question: How do annual members and casual riders use Cyclistic bikes differently? This question is critical in identifying patterns in user behavior and informing strategies to encourage casual riders to become members.

Project Deliverables To answer the business question, I will produce a report that includes the following:

1. Business Task Statement – Clearly outline the analytical goal
2. Data Source Description – Detail all datasets used
3. Data Cleaning & Preparation – Document how the data was cleaned or transformed
4. Summary of Analysis – Present key insights and observations
5. Data Visualizations – Provide charts or graphs to support the findings
6. Recommendations – Offer three data-driven suggestions based on the analysis

Case Study Roadmap
– Ask Phase Guiding Questions:
• What is the core business problem?
• How can data insights support decision-making?
Key Tasks:
• Define the business task
• Identify key stakeholders involved (e.g., marketing team, executive team). Deliverable:
• A clear and actionable statement of the business task