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3. Austin Bikeshare, a bike-share company in Austin, Texas
want to maximize their marketing strategy. In order to do that,
the data analytics team conducted an analysis of the bike-share
usage performance for the past few year.
In this case, the performance was analyzed from the beginning of
year 2021 onwards since these data was considered sufficient to
see the most recent and relevant performance of the company.

4. `bigquery-public-data.austin_bikeshare.bikeshare_trips`
`bigquery-public-data.austin_bikeshare.bikeshare_stations`

6. • How is Austin Bikeshare’s users/subscriber segmentation?
• How was the monthly trend of the trips?
• Is there any specific trend of trips for each subscriber type?
• What are the most and least frequently visited bike stations?
• What are the most frequently taken route (most popular route)?
• At what time of the day do the users typically take the trips?

11. Based on the count of trips, the largest
segment of users came from Student
Membership followed by Local365,
Local31, and Explorer.
On the other hand, based on the total
length of duration, user category that
use bikeshare service for the longest
came from Local31, followed by Student
Membership, Local365, Explorer and 24
Hour Walk Up Pass.
Since the top 4 subscriber type, both
from the count of trips and the length
of duration, are Student Membership,
Local365, Local31, and Explorer, we
can focus our campaign strategy the
most to attract these types of users.

12. The relationship between number of
trips and duration is not linear as it
depends on users characteristics.
During Sep 2021 and Oct 2021, there
were more frequent but shorter trips
while in Apr 2022 to Jun 2022, there
were longer trips but less frequent.

13. Student Membership
Student membership adds the most for the total trip yet contributes less and even is among the lowest in average trip duration (~ 17 minutes).
This also explains the increasing trip count in Sept 2021 and Oct 2021 where there was such a steep increase in number of trips taken
by the Student Membership and steep decrease in number of trips during April 2022 to June 2022 causing the total trip count decrease but the
average of duration increase.

14. Most visited stations is 21st/Speedway @ PCL
which is located at University of Texas.
This can be explained since the top subscriber is
Student Membership.
Then followed by Dean Keeton/Whitis then Dean
Keeton/Speedway station where the students
dorm are located.
On the other hand, the least frequently visited
station are 11th/Salina, Rosewood, and 10th/Red
River.

15. The most frequently route taken is from
Dean Keeton/Whitis stations to
21st/Speedway @ PCL and the second
most frequently taken is the same route
backwards. While the third is from
21st/Speedway @ PCL to Dean Keeton
Speedway and the fourth is the same
route backwards.
These routes mostly were taken by
Student Membership since it’s the route
from their dormitory area to University of
Texas and backwards.
Since Deen Keeton/Whitis to 21st
Speedway @ PCL and backwards also
21st Speedway @ PCL and backwards are
the top 4 most popular route, the number
of bike available has to be adjusted
accordingly since these routes have the
highest demands.

16. In total, trips taken gradually increasing
from 6 am in the morning to noon,
then slightly decreasing before reaching
its peak at around 5 pm, up to almost
30,000 trips in total, where most people
commute back to their home, then
gradually decreasing throughout the
evening until the night.

18. • Based on the total number of trips, the largest segment of users is Student Membership but based on the length
of duration, the largest segment is Local31. But since the top 4 subscriber type, both from the count of trips
and the length of duration, are Student Membership, Local365, Local31, and Explorer, we can focus our
campaign strategy the most to attract these types of users.
• Both the total trips and average duration vary through time and the relationship between number of trips and
duration is not linear as it depends on users characteristics.
• Specific trend that considered to be the most significant came from Student Membership where this user
category adds the most for the total trip yet contributes less and even is among the lowest in average trip
duration (~ 17 minutes).
• Most visited stations is 21st/Speedway @ PCL which is located at University of Texas while the least frequently
visited station are 11th/Salina.
• The most popular route is from Dean Keeton/Whitis stations to 21st/Speedway @ PCL and the second most
popular route is the same route backwards. These routes mostly were taken by Student Membership since it’s
the route from their dormitory area to University of Texas and backwards.
• Trips taken gradually increasing from 6 am in the morning to noon then slightly decreasing before reaching its
peak at around 5 pm where most people commute back to their home.

19. Insights based on the data we’ve analyzed shows the opportunity to improve the business in the upcoming years.
Therefore we offer some suggestions:
• Bike availability has to be adjusted according to demands
Stations with high demands has to provide more bike and ensure its availability whereas stations with low
demand could provide less bike but still ensure they are also readily available. Moreover, further study such as
cost-benefit analysis can be conducted to determine whether closing the stations that has low demand will be
more profitable than running them.
• Academic year cycle has to be taken into account
Since the Student Membership hold the largest segment of users, we would like to look closely to the academic
year cycle and whether this cycle will affects the overall usage in the future or not. If it is then when the number
of usage considered low, the bike availability in particular stations, where Student Membership are the highest
users, could be reduced or transported to other stations that need more bike.
• The top 4 subscriber type other than Student Membership also has to be considered
The top 4 subscriber type, both from the count of trips and the length of duration, are Local365, Local31, and
Explorer if we exclude Student Membership. These subscriber type, although lower than Student Membership,
still contribute a huge amount. We can also create campaign strategies to attract these types of subscribers.