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image source: divvybikes.com

Introduction

As a junior data analyst on Cyclistic’s marketing team, my mission was to delve deep into Cyclistic’s vast dataset to uncover how annual members and casual riders utilize the company’s bike-sharing services differently. Cyclistic, a fictional bike-share company based in Chicago, boasts a substantial fleet of 5,824 bicycles and 692 docking stations across the city. This report aims to shed light on the disparities in user behavior between these two customer segments and provide actionable insights for Cyclistic’s marketing strategy, particularly in converting casual riders into loyal annual members.

Asking the Right Questions:
The foundation of this analysis was built on three key questions:

1. How do annual members and casual riders use Cyclistic bikes differently?
2. Why would casual riders buy Cyclistic annual memberships?
3. How can Cyclistic use digital media to influence casual riders to become members?

This report will exclusively focus on the first question, aiming to answer it comprehensively and pave the way for informed marketing decisions.

Data Preparation:
The data used for this analysis consisted of Cyclistic’s historical trip data spanning 12 months, from November 1, 2020, to October 30, 2021. This dataset was sourced internally from Cyclistic’s systems and was stored in 12 separate CSV files, each representing one month’s data. This internal data is both reliable and up-to-date, making it a valuable resource for analysis.

While the dataset was robust, it did have some limitations. For instance, privacy concerns prevented the inclusion of personally identifiable information. Additionally, a recoding of “docked_bike” to “classic_bike” was performed to better reflect the bike types used. Furthermore, the dataset did not contain information on pass types, which could have offered additional insights.

Analysis:

Several key findings emerged from the analysis:

• Seasonal Trends: User behavior was strongly influenced by the seasons, with fewer rides during the cold Chicago winter months (December to March) and a surge in rides during the summer (June to August).
• Day of the Week: Annual members dominated bike rides from Monday to Friday, while casual riders saw an uptick in usage on Fridays, Saturdays, and Sundays, indicating more leisurely weekend rides.
• Time of Day: The analysis revealed distinct patterns in ride times. Members predominantly used bikes during typical commuting hours (7-9 am and 4-6 pm), while casual riders had a peak in rides between 1-2 pm and 4-6 pm, showcasing a preference for afternoon leisure rides.
• Ride Duration: On average, casual riders took significantly longer rides compared to annual members, indicating a difference in the purpose of the ride.
• Popular Starting Stations: Casual riders favored starting from locations near leisure and entertainment areas, while members predominantly started their rides near or within the central business district.
• Bike Type Preference: Both annual members and casual riders showed a preference for classic bikes over electric bikes.
• User Distribution: Approximately 54% of bike rides were taken by annual members, while casual riders accounted for the remaining 46%.

Act: Conclusion and Recommendations:

In conclusion, the analysis revealed distinct usage patterns between annual members and casual riders. Members primarily use Cyclistic’s bikes as a convenient means of daily transportation, while casual riders opt for leisure and tourism purposes.

Based on these findings, here are the top three recommendations to guide Cyclistic’s marketing strategy:

1. Seasonal and Time-Specific Campaigns: Target casual riders with marketing campaigns during the summer months (June to August) and focus on weekends and afternoon time slots (1-2 pm and 4-6 pm) when they are most active.
2. Strategic Station Placement: Concentrate marketing efforts in areas popular with casual riders, such as Streeter Dr & Grand Ave and along DuSable Shore Drive, while also emphasizing stations within the central business district to capture potential members during their daily commute.
3. Longer Ride Packages: Offer special promotions or incentives for casual riders who take longer rides during the week (approximately 26-30 minutes) as they are more likely to be locals using the service for daily transportation. Encourage them to consider annual memberships for cost-effective and convenient commuting.

By implementing these recommendations, Cyclistic can better tailor its marketing efforts to convert casual riders into loyal annual members, ultimately maximizing profitability and ensuring future success.

For the code, you can find this project on my Github profile.