Cyclistic Case Study

This case study was performed as part of the Google Data Analytics Course Capstone.
In this scenario, I am a junior analyst who is a part of the marketing analyst team at Cyclistic and we want to understand how to market to the riders in order to get casual riders to become annual members.

The company has two different types of customer base: Cyclistic members and casual riders. Casual riders can be defined as those who purchase single-ride passes or full-day passes. Customers who purchase annual memberships are Cyclistic members.

Annual members are more profitable than casual riders. Marketing to increase the number of annual members will be the key to maximizing profits and customer retention.

By having a clear task in place, my job is to analyze Cyclistic bike trip data to identify any trends.

Business Task:
How do annual members and casual riders use Cyclistic bikes differently?