In 2016, Cyclistic launched a successful bike-share offering. Since then, the program has grown to a fleet of 5,824 bicycles that are geotracked and locked into a network of 692 stations across Chicago. The bikes can be unlocked from one station and returned to any other station in the system anytime.
Until now, Cyclistic’s marketing strategy relied on building general awareness and appealing to broad consumer segments. However, Cyclistic’s finance analysts have concluded that annual members are much more profitable than casual riders. Although the pricing flexibility helps Cyclistic attract more customers, Moreno believes that maximizing the number of annual members will be key to future growth.
Business has set a clear goal: 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, 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.
- How do annual members and casual riders use Cyclistic bikes differently?Why would casual riders buy Cyclistic annual memberships?
- How can Cyclistic use digital media to influence casual riders to become members?
- Why would casual riders buy Cyclistic annual memberships?
- The dataset consists of 12 files which conisits ride history data of each month
- The data has been made available by Motivate International Inc. under this license
- The Divvy system data is owned by the City (“Data”) available to the public, thus it is trustable and has integrity
- Data has been improved every time a data analyst makes recommendations after using it to run analysis