This was my first data analysis project, completed as one of the capstone projects for the Google Data Analytics Professional Certificate. The background for the project is as follows: Cyclistic is a fictional bike-share company in Chicago, and the director of marketing has concluded that Cyclistic needs to maximize its annual memberships to ensure the company's future profitability, because annual members are much more profitable than casual riders. The marketing team wants to convert casual riders into annual members, and so the task of this data analysis is to discover important differences between casual riders and annual members (based on historical Cyclistic data), and to provide some recommendations for targeting marketing efforts towards casual riders to encourage them to purchase annual memberships.