2. TABLE OF
CONTENTS
• Clyclistic bike-share
• Problem Statement
• Objective
• Data Storytelling
• Conclusion
• Recomendation
3. CLYCLISTIC
BIKE-
SHARE
A bike-share program that
features more than 5,800
bicycles and 600 docking
stations
Chicago, United State
Key Activities
Geographical
Location (Area of
Operation)
4. 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. Customers who purchase annual memberships are Cyclistic
members
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, 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. She notes that casual riders are already aware of the Cyclistic program and
have chosen Cyclistic for their mobility needs.
Problem Statement
5. Objective
Design marketing strategies aimed at converting casual riders into
annual members.
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.
7. MEMBER ANALYSIS
• There are more users who fall under
the casual rider type than those
who are annual members.
• What decides a user to subscribe to
an annual membership?
casual
rider
70%
Annual
member
30%
Comparison of the number of
Cyclic Bike Share users
8. MEMBER ANALYSIS
• Data for the period spanning July
2022 to June 2023.
• Annual members utilize cyclic bike
shares 3.5 times more frequently.
Annual member
61%
casual rider
39%
A comparison of the number
of users for Cyclic Bike Share.
9. Weekdays
weekend
Annual Member
• There is not a significant difference in
the number of users of the Annual
Member service throughout the week.
• The least amount of service usage takes
place on weekends, specifically on
Saturdays and Sundays.
• Do members with an annual subscription
primarily use bicycles as their mode of
transportation?
Casual RIde
• There are different variations in the
utilization of Cyclic bike-share services on
weekdays versus weekends.
• Members who use the Cylic bike share
service for casual rides tend to use it
more frequently on weekends.
10. Winter
Spring
Summe
r
Fall
Month
Winter
• Based on the number of users who use
the bike-share service, the two types of
members have the same pattern.
• The data suggests that the usage of Cyclic
bike-share service is impacted by the
season.
• During the spring, there is a significant
increase that follows an exponential
pattern, while in the fall, there is a
significant decrease that also follows an
exponential pattern.
• The highest usage occurs in summer
(June-August)
• The lowest usage occurs in Winter (Nov-
Feb)
11. Time Per Trip
How long can the
Cylic Bike-share
service be used in
one trip?
00:12:2
8
00:23:0
3
Average
00.01.01
1 day 00:57:52
00.01.01
1 day 14:05:21
Minumu
m
Maximum
Casual Ride has a longer
trip time than the annual
member type
Note: satu kali trip yaitu
penggunaan hingga sepeda
tersebut dikembalikan ke
stasiun penyimpanan
12.
13. 10 From Top 10 Annual Member Users Use Bicycle Services in Campus Areas
• The most annual member users
are students who commute by
bicycle from their residence to
the university, from campus to
the main campus, and vice
versa.
• The university area is The
University of Chicago, Illinois
Institute of Technology, and
University of Illinois Chicago
• The University of Chicago area
has more trips than other area.
The top 10 stations are in the campus area, both starting and ending stations. The data was taken from 00 to 11.59
am.
14. The majority of Cylic bike-sharing service
users are in the campus area
• The data shows the same thing as before
where at 12AM-12PM the majority of users
are in the university area
18. How to Growth Annual Member?
Increase Station and
Bicycle on campus
area
The primary target market that we
will target is students. So that it
can increase the number of
bicycles and stations in the
university area; this is done so
that other students use the bike-
share service as the primary
means of transportation to go to
campus.
o
Online Campaign
Summer Event
Summer Event
Summer Event
To attract more customers,
consider offering discounts to
those who subscribe to annual
memberships between March
and August, as this is when the
largest number of potential
customers are likely to be
interested.
Discount Online Campaign
Sharing information about
discounts and multiplying
stations through social media
and in the Cyclistic bike-share
application. So that Cylistic
service users are more interested
in subscribing to an annual
member.
