Contact: Brian Pacek
Created on: 11/14/2023
For Google Data Analytics Professional Certificate
A Case Study:
How do annual members and casual riders use Cyclistic bikes differently?
Executive Summary
Cyclistic’s two membership types include Members and Casual riders. There are key differences in the way these different membership types have used the service in 2023, which can help design marketing strategies aimed at converting casual riders to annual members.
Member use the service more during the middle of the week and less on the weekend.
Casual riders use the service more during the weekend and less during the week.
In addition, Casual riders use the service for longer trip durations on average than Members.
Cyclistic should focus on the daily and practical use of the service when marketing to casual riders.
Data for this presentation focuses on Cyclistic trips from January through October 2023, and was prepared with the use of Rstudio.
The data has been made available by Motivate International Inc. under this license.
Total trips for Members is highest
mid-week.
Total trips for Casual riders is highest on the weekend.
The average number of Member trips decreased by 21.7% on weekends.
The average number of Casual trips increased by 35.8% on weekends.
Members
463,287
372,580
Casual 333,047
231,860
The average trip duration for Casual riders exceeded the average for Members by ~ 8 ½ minutes.
The average trip duration for Members remains consistent throughout the
work week.
Potential cause for these rider trends
Members use the service for commuting & tasks / Casual riders for recreation & leisure
Hypothesis:
Members use the Cyclistic services to facilitate with their commute during the work week and to simply get from point A to point B, while Casual riders use the service recreationally and for leisure rides
Data required:
Qualitative data (e.g. survey responses from riders specifying their intended use)
Average commute data for the area (commuting times, costs, environmental impact)
Geotracking data (e.g. tracking where riders go in relation to parks, landmarks, scenic paths)
Analysis next step:
Identifying if there are peak times of use for members to further support commute hypothesis
Recommendations
1. Utilize weekends when launching marketing campaigns since the majority of users are casual riders on Saturday and Sunday.
2. Design marketing strategies to highlight the advantages of using the Cyclistic services for commuting and pragmatic trips during the work week.
3. Continue to market the Cyclistic services as a fun, recreational activity to stimulate the number of Casual riders and potential Members.