Cyclistic

Case Study - Cyclistic (bike shared company)

In this case study, I analyzed Cyclistic’s customer data to identify audience segments and usage trends. These insights informed a data-driven marketing strategy designed to target the right customers and increase profitability.

Code

Vizualizations

Insights and Analysis

Gender Distribution:
- Male: 80.6%
- Female: 19.4%
- Unspecified/Non-binary: 5.4% (excluded from chart due to missing data)
- Total users analyzed: 365,069
Average Age:
- Overall: 38 years (born ~1981)
- Subscribers: 38 years (born ~1981.6)
- Customers: 30 years (born ~1989.4)
Average Trip Duration:
- Customers: ~33.3 minutes
- Subscribers: ~11.1 minutes

Summary

Annual members are older.
There is a higher male audience.
Majority use the product for leisure.
People tend to ride on weekdays.

Technologies

I used Google sheets and SQL to clean and prepare the data. Given its size, the analysis was conducted in BigQuery, and Tableau was used to create clear, interactive visualizations.

My recommendations

Based on the analysis of Cyclistic’s customer data, several strategic options emerge to improve membership conversion and balance demographics:

1. Diversify Day-Pass Customers

Strategy: Expand marketing efforts to attract a more diverse set of casual riders, then implement targeted campaigns to convert them into subscribers.
Benefit: Builds a broader funnel of potential members.
Consideration: Diversity should be defined clearly (e.g., age, gender, location) to ensure measurable outcomes.

2. Increase Female Membership

Strategy: Launch campaigns tailored to female riders, highlighting safety, convenience, and community benefits.
Pros: Balances demographics, expands brand reach, and attracts new audiences.
Cons: May require higher upfront investment in marketing and partnerships.

3. Engage Younger Riders with Pricing Strategy

Strategy: Introduce monthly passes priced slightly higher than the annual membership, making the annual plan more attractive.
Pros: Appeals to younger riders while nudging them toward long-term commitment.
Cons: Risk of alienating short-term users if pricing feels restrictive.

4. Strengthen Male Conversion with Perks

Strategy: Offer exclusive perks (discounts, loyalty rewards, or premium features) to convert male casual riders into members.
Pros: Leverages the existing majority demographic for quick wins.
Cons: Could reinforce imbalance and make female/non-binary riders feel excluded.

Overall Recomendation

While all four strategies have merit, the most sustainable path forward combines Solution 2 (female-focused campaigns) and Solution 3 (younger audience pricing strategy). These approaches expand Cyclistic’s reach, balance demographics, and build long-term growth. Solutions 1 and 4 can complement these efforts but should be refined to ensure inclusivity and avoid over-reliance on a single demographic.