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bike share navigate speedy success
Cyclistic bike-share analysis case study
Me
junior data analyst
working in the marketing analyst team
joined this team six months ago
learning about Cyclistic’s mission and business goals
Moreno has assigned you the first question to answer: How do annual members and casual riders use Cyclistic bikes differently?
Name: Cyclistic
more than 5,800 bicycles and 600 docking stations
offering reclining bikes, hand tricycles, and cargo bikes
making bike-share more inclusive to people with
disabilities and riders who can’t use a standard two-wheeled bike
8% of riders use the assistive options
(92% )majority of riders opt for traditional bikes;
70% ride for leisure,
30% use them to commute to work each day.
n 2016, Cyclistic launched a successful bike-share offering
grown to a fleet of 5,824 bicycles that
are geotracked and locked into a network of 692 stations across Chicago.
bikes can be unlocked from one station and
returned to any other station in the system anytime
ask, prepare, process,
analyze, share, and act.
ask
Case Study Roadmap - Ask
Guiding questions
● What is the problem you are trying to solve?
● How can your insights drive business decisions?
Key tasks
Identify the business task
Consider key stakeholders
Deliverable
A clear statement of the business task
understand how casual riders and annual members use Cyclistic bikes differently
design a new marketing strategy to convert casual riders into annual members
How can Cyclistic use digital media to influence casual riders to become members?how digital media could affect their marketing tactics. :red_cross:
how digital media could affect their marketing tactics.
what type of digital media?
social media, twitter, facebook, blog, youtube, email, web page, Instagram and Twitter, text, travel web site, google search ad
their social media best practices and tips.
take before and after photos and post them on Instagram or Twitter
tag specific community organizations, as well as some of the partners that we work with to show that we cross-promote our joint efforts.
business group membership
social media side of things to promote any upcoming events or classes
enrionment group
digital monthly newsletter
on the website, and through social media
current and future users can see that safety education
City social media platforms.
took pictures and posted them to social media, tagging organizations and people that volunteered along with us
worked with Bike Transit to tell the story through the Indego blog.
community ride
“Dock Party” to engage residents of West Philly and community partners.
promotions from a nearby radio station, and promotions from the Bicycle Coalition staff
How do annual members and casual riders use Cyclistic bikes differently?
understand how annual members and casual riders differ
produce a report with the following deliverables:
A clear statement of the business task
How do annual members and casual riders use Cyclistic bikes differently?
A description of all data sources used
use Cyclistic’s historical trip data to analyze and identify trends
download recent 12 months trip data from
https://divvy-tripdata.s3.amazonaws.com/index.html
The data has been made available by
Motivate International Inc. under this license(
https://www.divvybikes.com/data-license-agreement
)
you won’t be able to connect pass purchases to credit card numbers to determine if casual riders live in the
Cyclistic service area or if they have purchased multiple single passes.
Documentation of any cleaning or manipulation of data
A summary of your analysis
Supporting visualizations and key findings
Your top three recommendations based on your analysis
Why would casual riders buy Cyclistic annual memberships? :red_cross:
prepare
use Cyclistic’s historical trip data to analyze and identify trends
download recent 12 months trip data from
https://divvy-tripdata.s3.amazonaws.com/index.html
The data has been made available by
Motivate International Inc. under this license(
https://www.divvybikes.com/data-license-agreement
)
data-privacy issues prohibit you from using riders’ personally identifiable information.
you won’t be able to connect pass purchases to credit card numbers to determine if casual riders live in the
Cyclistic service area or if they have purchased multiple single passes.
Guiding questions
● Where is your data located?
● How is the data organized?
● Are there issues with bias or credibility in this data? Does your data ROCCC?
● How are you addressing licensing, privacy, security, and accessibility?
● How did you verify the data’s integrity?
● How does it help you answer your question?
● Are there any problems with the data?
Key tasks
Download data and store it appropriately.
Identify how it’s organized.
Sort and filter the data.
Determine the credibility of the data.
Deliverable
A description of all data sources used
process
Case Study Roadmap - Process
Guiding questions
● What tools are you choosing and why?
● Have you ensured your data’s integrity?
● What steps have you taken to ensure that your data is clean?
● How can you verify that your data is clean and ready to analyze?
● Have you documented your cleaning process so you can review and share those results?
Key tasks
Check the data for errors.
Choose your tools.
Transform the data so you can work with it effectively.
Document the cleaning process.
Deliverable
Documentation of any cleaning or manipulation of data
Follow these steps:
Download the previous 12 months of Cyclistic trip data. :check:
Unzip the files. :check:
Create a folder on your desktop or Drive to house the files. Use appropriate file-naming conventions.
Create subfolders for the .CSV file and the .XLS or Sheets file so that you have a copy of the original data. Move the
downloaded files to the appropriate subfolder.
Follow these instructions for either Excel (a)
a. Launch Excel, open each file, and choose to Save As an Excel Workbook file. Put it in the subfolder you created
for .XLS files.
b. Open each .CSV file in Google Sheets and save it to the appropriate subfolder.
Open your spreadsheet and create a column called “ride_length.” Calculate the length of each ride by subtracting the
column “started_at” from the column “ended_at” (for example, =D2-C2) and format as HH:MM:SS using Format > Cells >
Time > 37:30:55.
Create a column called “day_of_week,” and calculate the day of the week that each ride started using the “WEEKDAY”
command (for example, =WEEKDAY(C2,1)) in each file. Format as General or as a number with no decimals, noting that
1 = Sunday and 7 = Saturday.
Proceed to the analyze step.
If you like, continue working with the data to better familiarize yourself and perhaps even identify new approaches to
answering the business questions.
analyze
Guiding questions
● How should you organize your data to perform analysis on it?
● Has your data been properly formatted?
● What surprises did you discover in the data?
● What trends or relationships did you find in the data?
● How will these insights help answer your business questions?
Key tasks
Aggregate your data so it’s useful and accessible.
Organize and format your data.
Perform calculations.
Identify trends and relationships.
Deliverable
A summary of your analysis
Follow these steps for using
spreadsheets
Open your spreadsheet application, then complete the following steps:
Where relevant, make columns consistent and combine them into a single worksheet.
Clean and transform your data to prepare for analysis.
Conduct descriptive analysis.
Run a few calculations in one file to get a better sense of the data layout. Options:
● Calculate the mean of ride_length
● Calculate the max ride_length
● Calculate the mode of day_of_week
Create a pivot table to quickly calculate and visualize the data. Options:
● Calculate the average ride_length for members and casual riders. Try rows = member_casual; Values = Average
of ride_length.
● Calculate the average ride_length for users by day_of_week. Try columns = day_of_week; Rows =
member_casual; Values = Average of ride_length.
● Calculate the number of rides for users by day_of_week by adding Count of trip_id to Values.
Open another file and perform the same descriptive analysis steps. Explore different seasons to make some initial
observations.
Once you have spent some time working with the individual spreadsheets, merge them into a full-year view. Do this
with the tool you have chosen to use to perform your final analysis, either a spreadsheet, a database and SQL, or R
Studio.
Export a summary file for further analysis.
Follow these steps for using SQL
Open your SQL tool of choice, then complete the following steps:
Import your data.
Explore your data, perhaps looking at the total number of rows, distinct values, maximum, minimum, or mean values.
Where relevant, use JOIN statements to combine your relevant data into one table.
Create summary statistics.
Investigate interesting trends and save that information to a table.
Follow these steps for using R
Open R Studio and use this script to complete the following steps:
Import your data.
Make columns consistent and merge them into a single dataframe.
Clean up and add data to prepare for analysis.
Conduct descriptive analysis.
Export a summary file for further analysis.
share
Now that you have performed your analysis and gained some insights into your data, create visualizations to share your
findings. Moreno has reminded you that they should be sophisticated and polished in order to effectively communicate to the
executive team. Use the following Case Study Roadmap as a guide:
Case Study Roadmap - Share
Guiding questions
● Were you able to answer the question of how annual members and casual riders use Cyclistic bikes differently?
● What story does your data tell?
● How do your findings relate to your original question?
● Who is your audience? What is the best way to communicate with them?
● Can data visualization help you share your findings?
● Is your presentation accessible to your audience?
Key tasks
Determine the best way to share your findings.
Create effective data visualizations.
Present your findings.
Ensure your work is accessible.
Deliverable
Supporting visualizations and key findings
Follow these steps:
Take out a piece of paper and a pen and sketch some ideas for how you will visualize the data.
Once you choose a visual form, open your tool of choice to create your visualization. Use a presentation software, such
as PowerPoint or Google Slides; your spreadsheet program; Tableau; or R.
Create your data visualization, remembering that contrast should be used to draw your audience’s attention to the
most important insights. Use artistic principles including size, color, and shape.
Ensure clear meaning through the proper use of common elements, such as headlines, subtitles, and labels.
Refine your data visualization by applying deep attention to detail.
act
Now that you have finished creating your visualizations, act on your findings. Prepare the deliverables Morena asked you to
create, including the three top recommendations based on your analysis. Use the following Case Study Roadmap as a guide:
Case Study Roadmap - Act
Guiding questions
● What is your final conclusion based on your analysis?
● How could your team and business apply your insights?
● What next steps would you or your stakeholders take based on your findings?
● Is there additional data you could use to expand on your findings?
Key tasks
Create your portfolio.
Add your case study.
Practice presenting your case study to a friend or family member.
Deliverable
Your top three recommendations based on your analysis
. If you do not have one already, create an online portfolio. (Use Creating an Interactive Portfolio with Google Sites or
Build a Portfolio with Google Sites.)
Consider how you want to feature your case study in your portfolio.
Upload or link your case study findings to your portfolio.
Write a brief paragraph describing the case study, your process, and your discoveries.
Add the paragraph to introduce your case study in your portfolio.
Download the packet
Lily Moreno:
The director
of marketing
My manager
believes the company’s future success depends on maximizing the number of annual memberships
responsible for the development of campaigns
and initiatives to promote the bike-share program
These may include email, social media, and other channels
Cyclistic executives
must approve your recommendations,
must be backed up with compelling data insights and professional data visualizations.
detail-oriented executive team
marketing analytics team:
A team of data analysts
responsible for collecting, analyzing, and
reporting data
helps guide Cyclistic marketing strategy
marketing strategy
Until now, Cyclistic’s marketing strategy relied on building general awareness and appealing to broad consumer segments
One approach that helped make these things possible was the flexibility of its pricing plans: single-ride passes, full-day passes,and annual memberships
Customers who purchase single-ride or full-day passes are referred to as casual riders.
casual riders are already aware of the Cyclistic program and have chosen Cyclistic for their mobility needs
Design marketing strategies aimed at converting casual riders into annual members.
Customers who purchase annual memberships are Cyclistic members
finance analysts have concluded that annual members are much more profitable than casual riders
Although the
pricing flexibility helps Cyclistic attract more customers, Moreno believes that maximizing the number of annual members will
be key to future growth.
Rather than creating a marketing campaign that targets all-new customers, Moreno believes there is a
very good chance to convert casual riders into members
portfolio-ready case study