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Cyclistic-Case-Study

Capstone project as part of the Google Data Analyst Professional Certificate course on the Coursera learning platform.

Scenario

As a junior data analyst working on the marketing analyst team at Cyclistic, 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, our team wants to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, our team will design a new marketing strategy to convert casual riders into annual members. But first, Cyclistic executives must approve your recommendations.

Stakeholders

  • Lily Moreno, Director of Marketing
  • Marketing Analytics Team
  • Cyclistic Executives

Business Goal

  • Convert casual riders into annual members

Business Task

  • Identify the differences between how annual members and casual riders use Cyclistic bike

Data Collection

  • Collecting the last 12 months worth of Cyclistic trip data.
  • Data was downloaded as zip files from Divvy under this license.
  • The data was made available by Motivate International Inc.
  • Considered internal data for analysis purposes

Tools Used

  • Notepad++
  • Excel
  • Python
  • Power BI
  • Google Slides
  • (Coming Soon! SSIS and SSMS)

Deliverables

  • 3 recommendations for marketing strategies designed to convert our casual riders
  • Microsoft Power BI Dashboard file available for download here.