Example: Heat Map
We will now create a categorical heat map to check the mean income for customers in different geographic regions and age groups.
Note: This example uses customer_subset.
- From the menus choose:
- On the Basic tab, select region, agecat, and income , in that order. (Use Ctrl+Click to select multiple fields/variables.)
- Select Heat Map.
- Click OK.
Figure 1. Categorical heat map
We can observe the following:
- A heat map is like a table that uses colors instead of numbers to represent the values for the cells. Bright, deep red indicates the highest value, while gray indicates a low value. The value of each cell is the mean of the continuous field/variable for each pair of categories.
- Except in Zone 2 and Zone 5, the group of customers whose age is between 50 and 64 have a greater mean household income than those in other groups.
- Except for those between the ages of 35 and 49, customers have a greater mean household income in Zone 5 compared to those in other zones.
- There are no customers between the ages of 25 and 34 in Zone 4.