Case Study, Cyclistic, Casual vs Member Rides
Analysis and Presentation by J.D. Morrow
Last Updated on 2/25/2023
Goals
- To determine differences between the bike usage of casual riders from members
- To formulate theories regarding why a casual rider would want to become a member
- To provide actionable insights that can be used in crafting a marketing strategy for convincing casual riders to become members
Saturday, February 25, 2023
Presentation by J.D. Morrow
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Preparation
- Data is Cyclistic bike usage from Jan 2020 until Dec 2022
- Data was cleaned of duplicated and anomalous entries, and signs of potential bike theft
- Data was standardized across several files to account for changes in station information
- All data is anonymous, containing no rider information
Saturday, February 25, 2023
Presentation by J.D. Morrow
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Findings (Monthly Use)
- Casual rides are more impacted by seasonal weather changes than Member rides
- The 4 months of highest Casual rides are June – September
- During winter, Member rides greatly outpace Casual rides
Saturday, February 25, 2023
Presentation by J.D. Morrow
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Findings (Daily Use)
- Casual riders tend to ride more on the weekends, suggesting heavily recreational use
- Members tend to ride more during the week, most likely for commute use
Saturday, February 25, 2023
Presentation by J.D. Morrow
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Findings (Hourly Use)
- Peak time for Casual riders is in the afternoon/evening
- Peak times for Members are during AM and PM rush hour, further suggesting commute usage
- Neither type of rider start many rides overnight
Saturday, February 25, 2023
Presentation by J.D. Morrow
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Findings (Locations)
- Several of the most popular stations to pick up bikes from are used more by Casual riders than Member riders
- These stations include Millennium Park, Shedd Aquarium, and other locations near parks and attractions
Saturday, February 25, 2023
Presentation by J.D. Morrow
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Conclusions
- Casual riders generally take trips around recreational areas, on weekends, and during warmer months.
- Marketing should be focused around recreational areas – attractions, parks, scenic regions.
- Increasing awareness of winter-weather activities/attractions in the area may incentivize Casual riders to purchase memberships.
- Creating a seasonal membership option may also encourage more Casual riders to join.
Saturday, February 25, 2023
Presentation by J.D. Morrow
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Thank You
Analysis and Presentation by J.D. Morrow
Data Viz:
Saturday, February 25, 2023
Presentation by J.D. Morrow
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