Heatmap Analytics uses color-coded visual representations to display data density, patterns, or intensity. In e-commerce analytics, heatmaps transform complex datasets into intuitive visual patterns that reveal insights at a glance.
Types of heatmaps in e-commerce:
- 1Product affinity heatmaps: Visualize co-purchase relationships between products. The color intensity shows association strength — making it easy to spot which products drive cross-sales.
- 2Website interaction heatmaps: Show where visitors click, scroll, and hover on your pages.
- 3Customer activity heatmaps: Display purchase patterns across time (day of week, hour of day, season).
- 4Geographic heatmaps: Visualize where your customers are located and purchase density by region.
Product affinity heatmaps and MBA:
Product affinity heatmaps are a powerful visualization of Market Basket Analysis results. Instead of reading through tables of association rules, a heatmap instantly shows which product pairs have the strongest relationships. Green/warm cells indicate positive associations (purchased together more than expected), while cool/red cells indicate negative associations.
This visualization makes it easy for merchandising teams to: - Identify bundling opportunities - Spot unexpected product relationships - Prioritize cross-selling strategies - Communicate findings to non-technical stakeholders
