As a junior data analyst on the marketing team at Cyclistic, a leading bike-share company in Chicago, I was tasked with exploring how casual riders and annual members use the service differently. This initiative stems from a key business goal: to increase annual memberships and boost long-term customer retention.

The director of marketing believes that by understanding the distinct behaviors of these two rider groups, the company can design targeted strategies to convert more casual users into loyal members. To support this effort, I conducted an in-depth analysis of historical trip data, focusing on patterns in ride duration, time of use, and weekly trends.

The following report presents data-driven insights backed by professional visualizations that will inform the marketing team’s next steps. These findings aim to help Cyclistic leadership make confident, strategic decisions about how to engage and grow their customer base.

See My Process