Overview
Customer behavior through trip data
The project compared casual riders with annual members to identify usage patterns that could support marketing decisions focused on membership growth.
Business Question
How do casual riders behave differently?
The analysis focused on when each user type rides, which stations and bicycle types they use, and how trip duration differs between casual riders and annual members.
Data
One year of bike-share trips
The source data included start and end stations, bicycle type, trip duration and membership type. Monthly tables were cleaned, standardized, filtered by user type and summarized for analysis.
Analysis Process
From monthly files to a comparative model
BI Model
Measures, KPIs and time comparison
The Power BI layer included a calendar table, comparative DAX measures for bicycle type, users and trip duration, plus KPI indicators used to show increases or decreases across weekly and annual comparisons.
Key Findings
Differences that matter for conversion
The project connected usage behavior with marketing storytelling rather than treating dashboard metrics as an end in themselves.
Stack