The Google Data Analytics Capstone is the final, hands-on project required to complete the Google Data Analytics Professional Certificate. Its purpose is to let you build a real-world case study for the job portfolio by solving a business problem from start to finish.
Cyclistic wanted to increase its annual memberships because members generate more profit than casual riders. As a Junior Data Analyst, my task was to analyze 12 months of bike-share data containing over 5.7 million trips to understand how these two customer groups use the service differently. After collecting, cleaning, and transforming the data using Excel, Power Query, SQL, R, and Tableau, I analyzed riding patterns, trip duration, seasonality, and bike preferences. The analysis revealed that annual members mainly use bikes for weekday commuting, while casual riders prefer longer recreational rides on weekends and during summer. Based on these insights, I recommended targeted marketing campaigns, seasonal membership plans, and personalized promotions to encourage casual riders to become annual members, helping Cyclistic improve profitability and achieve long-term business growth.
Bellabeat wanted to better understand how people use smart fitness devices so it could improve its products and marketing strategy. As a Junior Data Analyst, my task was to analyze Fitbit fitness data collected from 33 users across 18 datasets. After cleaning, merging, and transforming the data using Excel, Power Query, SQL, R, and Tableau, I explored activity, sleep, calories, steps, and sedentary behavior. The analysis revealed that users spend most of their day sedentary, are more active during weekends and evening hours, and often struggle with consistent sleep and manual health tracking. Based on these insights, I recommended personalized app reminders, automated health tracking, targeted marketing campaigns, and wellness features to help Bellabeat improve user engagement, encourage healthier habits, and drive business growth.