Introduction Welcome to the Cyclistic bike-share analysis case study! In this case study, I work for a fictional company, Cyclistic, along with some key team members. In order to answer the business questions, I have to follow the steps of the data analysis process: Ask, Prepare, Process, Analyze, Share, and Act.

Scenario I am a junior data analyst working on the marketing analyst team at Cyclistic, a bike-share company in Chicago. As the director of marketing concluded, that the company’s future success depends on maximizing the number of annual memberships. My team have to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, the marketing team will design a new marketing strategy to convert casual riders into annual members.

About the company In 2016, Cyclistic launched a successful bike-share offering. The company has 2 types of customers: 1) Casual riders Customers who purchase single-ride or full-day passes 2) Annual members Customers who purchase annual memberships are Cyclistic members. Cyclistic’s finance analysts have determined that annual members are much more profitable than casual riders. Although the pricing flexibility helps Cyclistic attract more customers. Rather than creating a marketing campaign that targets all-new customers, the director of marketing believes that there is a solid opportunity to convert casual riders into members. The goal of the analysis is to analyze the historical bike trip data, to identify trends and understand how these 2 types of customers use the service.