Analyzing Rider Behavior at Cyclistic As a junior data analyst on the marketing team at Cyclistic, a leading bike-share company in Chicago, I was tasked with exploring how casual riders and annual members use the service differently. This initiative stems from a key business goal: to increase annual memberships and boost long-term customer retention. The director of marketing believes that by understanding the distinct behaviors of these two rider groups, the company can design targeted strategies to convert more casual users into loyal members. To support this effort, I conducted an in-depth analysis of historical trip data, focusing on patterns in ride duration, time of use, and weekly trends. The following report presents data-driven insights backed by professional visualizations that will inform the marketing team’s next steps. These findings aim to help Cyclistic leadership make confident, strategic decisions about how to engage and grow their customer base

Data Analysis Skills I’m passionate about turning data into insights. I’m skilled at cleaning data, finding trends, and presenting it in ways that make sense. Whether it’s through visualizing patterns with ggplot2, running statistical tests, or simply explaining the results clearly, I make sure the analysis speaks for itself. My goal is always to help people make informed decisions with data.