Author: João Victor Henrique Madeira

This case study is described in the following document

estudo de caso 1.pdf

Main Objective: Maximize annual membership

• Convert casual cyclists into annual members

Price Plans:

• single-ride: just one trip
• full-day: all day
• Annual memberships: annual memberships plan

What to answer:

1. How do annual members and casual cyclists differ in their use of the service?
2. Why would casual cyclists purchase the annual plan?
3. How could digital media affect marketing tactics to convert casual cyclists to annual members?

Used Tools:

Initially, excel was used as a tool to read the files and make a preliminary analysis of the available data. Monthly rides data for the years 2020, 2021 and 2022 were used. These data were grouped according to the year to which they corresponded. This grouping was done by opening the command prompt in the folder where the csv files for each year were stored, and running the following command: