About Cyclistic
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.
The Scenario
I am a junior data analyst working in 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, 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.
But first, Cyclistic executives must approve your recommendations, so they must be backed up with compelling data insights and professional data visualizations.
The Stakeholders
Lily Moreno: The director of marketing and my manager. Moreno is responsible for the development of campaigns and initiatives to promote the bike-share program. These may include email, social media, and other channels.
Cyclistic marketing analytics team: A team of data analysts who are responsible for collecting, analyzing, and reporting data that helps guide Cyclistic marketing strategy.
Cyclistic executive team: The notoriously detail-oriented executive team will decide whether to approve the recommended marketing program.
Purpose Of This Case Study
Up to now, Cyclistics marketing strategy has relied on general awareness and appealing to broad customer segments, One approach that helped make these things possible was the flexability of it’s pricing plans: single-ride passes, full-day passes, and annual memberships. Single ride and full-day passes are referred to as casual riders. Members are those with annual memberships.
Cyclistic financial analyst have concluded that annual members are much more profitable than casual riders. Lily Moreno believes that maximizing the number of annual riders will be key to future growth. She also believes that there is a very good chance to convert casual riders into members.
Lily Moreno has asked the marketing analyst team (of which I am a junior analyst learning the ropes) to design strategies aimed at converting casual riders into annual members. Lily has asked 3 questions:
- How do annual members and casual riders use Cyclistic bikes differently?
- Why would casual riders buy Cyclistic annual memberships?
- How can Cyclistic use digital media to influence casual riders to become members?
As the Junior Data Analyst on the Marketing Analyst Team, I have been tasked with the first question:
Matthew L. Griffith, Data Analyst 