This case study finalized my journey into the Google Data Analytics Professional Certificate. It explores rider behavior within Cyclistic’s bike-share program in Chicago, with the goal of identifying key differences between casual riders and annual members. Using cleaned and prepared data from the first quarter of 2019 and 2020, the analysis focuses on metrics such as ride volume, duration, and station usage to uncover trends that inform strategic marketing decisions. The insights gathered are used to develop targeted, data-driven recommendations aimed at converting casual riders into annual members, supporting Cyclistic’s broader objective of sustainable, long-term growth. Tools used include Microsoft Excel and RStudio, with visualizations created to effectively communicate findings to stakeholders.