The capstone project for the Google Data Analytics professional certificate is designed to use all the skills learned throughout the program and create a portfolio to be shared with prospective employers.

For the scenario, I am a junior data analyst working for a marketing analyst team at Cyclistic (a made-up bike-share company in Chicago). I am using data from the Divvy bike-share company in Chicago (see data source and license below). The director wants to maximize the number of members with annual memberships.

I analyze the data to determine insights on casual (pay per ride) versus annual (yearly member fee) memberships. From the insights, marketing strategies will be designed and delivered to convert casual members into annual members most efficiently. To approve the marketing strategies, I must make compelling arguments with data and visualizations to back up my findings.

Main goal: design marketing strategies aimed at converting casual riders into annual members. Three questions to guide the goal:

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?

My focus is the first question - the difference between casual and annual riders. I will provide my top three recommendations based on my analysis at the end of the project.