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.

1. From the menus choose:

Graphs > Graphboard Template Chooser...

1. On the Basic tab, select region, agecat, and income , in that order. (Use Ctrl+Click to select multiple fields/variables.)
2. Select Heat Map.
3. 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.