This is a case study that serves as the capstone project for the Google Data Analytics Certificate. The capstone is from the perspective of a junior data analyst working on the marketing analyst team at Cyclistic (Divvy), 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, a team is assembled to understand how casual riders and annual members use Cyclistic bikes differently. From these insights, the team will design a new marketing strategy to convert casual riders into annual members.