5/9/2023 0 Comments Divvy bike![]() How do annual members and casual riders use Divvy bikes differently?Ģ. To maximize the number of annual memberships by converting casual riders to annual members.Īnalyze how annual members and casual riders use Cyclistic bikes differently in order to determine the best marketing strategies that would convert casual riders to annual members.ĭivvy executive team, Director of marketingġ. Step1- Understanding business tasks and making questions Riders’ personally identifiable information has been removed from the data due to data privacy. csv file contained data for a whole month. The dataset can be downloaded from here in. In this case study, I used the one-year period of Divvy trip data (from January to December 2021) provided by Motivate International Inc, under this license. ![]() In the end, I will provide recommendations based on insights that can help the marketing team to create a campaign to boost casual users’ conversion into member users. ![]() In this case study, I will try to analyze various trends based on user types and bike types to find similarities and differences between the riders. To do that, the marketing analyst team needs to have a better understanding of members’ and casual riders’ usage behaviors. Although the pricing flexibility helps Divvy attract more customers, the director of marketing believes that annual members are much more profitable than casual riders, and maximizing the number of annual members will be key to future growth. Users of Divvy operation can be broken down into two main groups: those users who purchase single-ride or full-day passes are referred to as casual riders and users who purchase annual memberships are considered member riders. Divvy is a bike share system across Chicago and Evanston that features more than 5,800 bicycles and 600 docking stations.
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