Use Network Analysis to Understand Your Customers with SAS Visual Analytics 8.2
You can use the SAS Visual Analytics 8.2 Network Analysis object to visualize relationships. For some recent data analysis, I was trying to understand the customer to sales office relationship. My suspicion was that it wasn’t evenly distributed and that there were some customers not assigned together.
Understanding the Network Analysis Object
The network analysis object shows the relationship between two entities with a series of linked nodes. This data visualization technique is more commonly associated with social network analysis. Falko Schulz provides an in-depth look at the object in his Exploring Social Networks with SAS Visual Analytics post.
Using the Network Analysis Object
By adding a background map to a Network Analysis object, I could see the offices and their associated customers. When I set up the data, I already had the latitude and longitude for each customer and the offices. I created a custom geographic data item for each customer and office based on their Postal Codes.
The size of each node is based on the total revenue from each customer. I wanted to understand where the larger customers were located and if we needed to change our strategy for them. The other benefit was the size also made the office node larger because it was the value of all customer orders. Quickly you’ll see that the San Francisco and Paris offices generate the most revenue.
Check out the video to see the analysis and then how I created the network analysis object.
Trouble Viewing the Video? If the embedded video doesn’t work, then click here to view it on the You Tube Site.
After completing the analysis, I could see most of the new customers were in Europe. I think I’ll suggest the customer consider adding an office in Germany to serve those customers and reduce shipping times.
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Tags: Data Visualization Tips