Using pin and heat maps to analyse customer change

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Using pin and heat maps to spot change and develop corrective strategies

Often, despite having been presented with tables, charts and files that show a change in customer status over time, it can be extremely difficult to picture what this means geographically. The solution to this problem can be found with 'Pin' and 'Heat' maps.

The following examples are based on a company that has classified three different types of customer. New customers resulting from marketing acquisition strategies were split between those recruited in the last 12 months, and those recruited between 12-24 months.

The pin map above show where the new customers (0-12 months) are located, by customer type

Pin map example

The pin map above show where the new customers (12-24 months) are located, by customer type

By studying the two maps it is fairly straightforward to see where change has occurred, although the process can be time consuming and doesn't give any idea as to how the change translates into gains and losses to the business.

The best way to understand this financially, is by using a heat map as shown below.

Heat map example

The heat map compares, by Postcode sector, the value of all customer types in terms of spend between the two time periods. The darker the shade of red the greater the financial lose for the Postcode sector. The darker the shade of green indicates the growth areas. From this map and further geographical and statistical analysis, reasons for change can be determined and corrective marketing strategies put in place.

Other examples of heat maps...

European heat map example

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