Analyzing historical trip data to inform a marketing strategy to convert casual users to members

R · R Markdown · Tableau · Excel · PowerPoint

In this capstone project for Google’s Data Analytics Certificate, I analysed real trip data published by Divvy, a Chicago-based bike-share service. I examined differences in usage patterns between casual riders and annual members and made recommendations for marketing annual memberships to casual riders.

Project materials

  • Data processing: Data cleaning and preparation for analysis. R Markdown report (HTML).
  • Data analysis: Comparison of usage patterns between casual riders and annual members. R Markdown report (HTML).
  • Presentation (PDF / PowerPoint): Summary of findings and marketing recommendations.
  • GitHub repository