Cyclistic Bike-Sharing Data Analysis for Marketing Strategy Development

This project, undertaken as part of the Google Data Analytics Professional Certificate, focuses on analyzing data from Cyclistic, a fictional bike-sharing company. The project's objective is to identify usage patterns among different customer types and leverage these insights to inform the development of a new marketing strategy. The primary goal of the new strategy is to convert casual riders into annual members, thereby increasing long-term customer engagement and revenue.

Objective: We analyzed one year of Cyclistic bike-share data to understand the differences between annual members and casual riders, with the goal of developing strategies to convert casual riders into members.

Key Findings:

  • Annual members use bikes primarily for commuting: Their usage is consistent throughout the weekdays, with shorter ride times.
  • Casual riders use bikes for leisure: Their usage peaks on weekends and during summer, with longer ride times.
  • Electric bikes are popular, especially among members: This indicates a preference for assisted riding.
  • Ridership spikes in summer and falls during winter: Weather plays a major role in bike usage.

Recommendations:

  1. Target casual riders with a commuting-focused marketing campaign:
    • Highlight the benefits of cycling for work: save money on gas, avoid traffic, and contribute to a healthier lifestyle.
    • Promote the campaign on professional social media platforms (LinkedIn) to reach the target audience effectively.
  2. Incentivize winter ridership:
    • Offer discounts or special promotions during colder months to encourage year-round usage.
  3. Showcase the versatility of Cyclistic bikes:
    • Run advertising campaigns that demonstrate bikes are suitable for both commuting and recreation.
    • Emphasize practicality and bike availability. Target these campaigns on platforms frequented by potential casual riders.

Impact: By understanding how casual riders differ from members, we can tailor our marketing to effectively convert them, leading to increased membership, higher revenue, and a more sustainable transportation system.