Cyclistic’s finance analysts have concluded that annual members are much more profitable than casual riders. Although the pricing flexibility helps Cyclistic attract more customers, Cyclistic 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, Cyclistic believes there is a very good chance to convert casual riders into members. Goals : Design marketing strategies aimed at converting casual riders into annual members. In order to do that, however, the marketing analyst team needs to better understand how annual members and casual riders differ, why casual riders would buy a membership, and how digital media could affect their marketing tactics. The marketing analyst team and financial team are interested in analyzing the Cyclistic historical bike trip data to identify trends. The business task we defined as the analyst team : Analyze usage patterns in order to give insights to the marketing team. Explore how to convert casual riders into annual members based on their different behaviors.
1. Afternoon is the preferred time of day for occasional members. Afternoon accounts for 47% of total trips per day. 2. The summer months are the most popular of the year for occasional members and they account for 52% of the annual period. 3. Following the introduction of electric bicycles, we noticed an increase of 59% in their use by occasional members during their first 3 months and a decrease of 30% of bicycles at the dock during this same period. 4. We noticed occasional members keep the bikes almost 3 times longer than the annual members. 5. In summer, trips for occasional cyclists are concentrated near the beaches, unlike the rest of the year.
The marketing recommendations we came to a conclusion are the following: 1. Offer flexible weekend subscriptions for occasional cyclists between 4 p.m. and 6 p.m. at the most popular stations: Streeter Dr & Grand Ave, Lake Shore Dr & Monroe St, Theater on the Lake and Lake Dr & North Blvd. 2. As the number of cyclists increases on Friday and last the entire weekend, the marketing team may offer discounts to speed up membership for occasional cyclists. 3. Make the dockside bicycle stations more accessible and available depending on the start and ending place of the journey. 4. Create a loyalty program in the form of bonuses / rewards for occasional rides who cycle for long kilometers. A smartwatch could be a great reward. 5. Send a newsletter via email every Thursday evening with the unusual places in the region, the latest discounts and news from Cyclistic. 6. Collect the body mass index in order to track trends.
The app is made for the marketing as well as the financial team of the company in order to make business decisions on the next months.