About the company:
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.
Scenario:
The director of marketing believes the company’s future success depends on maximizing the number of annual memberships. Therefore, your team wants to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, your team will design a new marketing strategy to convert casual riders into annual members.
Three questions will guide the future marketing program:
1. How do annual members and casual riders use Cyclistic bikes differently? - Questions I need to answer
2. Why would casual riders buy Cyclistic annual memberships?
3. How can Cyclistic use digital media to influence casual riders to become members?
Primary Stakeholders:
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Lily Moreno: The director of marketing. Responsible for the Development of campaigns and initiatives to promote the bike-share program
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Cyclistic marketing analytics team: A team of data analysts who are responsible for collecting, analyzing, and reporting data that helps guide Cyclistic marketing strategy.
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Cyclistic executive team: The notoriously detail-oriented executive team will decide whether to approve the recommended marketing program
Data:
Cyclistic’s historical trip data - https://divvy-tripdata.s3.amazonaws.com/index.html - analyzed period 04'21 - 03'22
(Note: The datasets have a different name because Cyclistic is a fictional company. For the purposes of this case study, the datasets are appropriate and will enable you to answer the business questions. The data has been made available by Motivate International Inc. under this license.)
Deliverables:
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 visualizations and key findings
6. Your top three recommendations based on your analysis
MATERIALS
Cyclistic - PRESENTATION with active links.
Cyclistic Bike-Share
Experience in analyzing business and market trends to develop strategies to increase sales results, improve processes and reduce costs.
Enthusiastic about opportunities where I'm able to use big data to discover insight and identify patterns that have a real impact.
You CAN find me
You CAN find me