Google Data Analytics Certificate: Case Study

At the end of the Google Data Analytics Certificate program (2021), I completed a capstone project — a case study prepared for a hypothetical company called Cyclistic using real-world data from Divvy, a bike-share program in Chicago.

The prompt offered a scenario:

You are a junior data analyst working in the marketing analyst team at Cyclistic, a bike-share company in Chicago. The director of marketing believes the company’s future success depends on maximizing the number of annual memberships. Therefore, your team wants to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, your team will design a new marketing strategy to convert casual riders into annual members. But first, Cyclistic executives must approve your recommendations, so they must be backed up with compelling data insights and professional data visualizations.

I was tasked with answering three questions:

• How do annual members and casual riders use Cyclistic bikes differently?

• Why would casual riders buy Cyclistic annual memberships?

• How can Cyclistic use digital media to influence casual riders to become members?

The report had to include:

• A clear statement of the business task

• A description of all data sources used

• Documentation of any cleaning or manipulation of data

• A summary of your analysis

• Supporting visualizations and key findings

• Your top three recommendations based on your analysis