About Behavior Maps

Behavior maps are Loyalty Builders’ proprietary version of scatter plots used to illustrate how customers can be segmented into various groups based on their buying behavior. Customers are positioned as dots on the map according to their values for the variables used for the map axes, and each dot is colored according the customer’s Loyalty Group. Thus each dot represents an identifiable customer.

Behavior maps are three dimensional.  That is, there are three numerical attributes attached to each customer-dot. One attribute is plotted along the [vertical] y-axis and a second is plotted along the [horizontal] x-axis.  The third attribute is denoted by the color of the dot. Thus in example behavior map below, the x-axis variable is Risk Score and the y-axis variable is the change in a customer’s Loyalty Score.

 

 

All the customers whose dots are above the horizontal line at the zero value are ones whose Loyalty Score is growing (change is greater than zero). Customers below that line are ones whose Loyalty Score has dropped since the prior period. Similarly dots on the left side of the behavior map represent customers with lower Risk Scores, while those customers whose dots are to the right are high risk.

In most of the behavior maps from Loyalty Builders, the color of the dot corresponds to the customer's Loyalty Group and Loyalty Rank. There are six Loyalty Groups, corresponding to different sets of Loyalty Ranks, as follows:

Loyalty Group	Loyalty Rank
6	91-100
5	75-90
4	50-74
3	25-49
2	10-24
1	0-9

 

The higher ranking customers, in Groups 4-6, are colored yellow, orange, and red, respectively. Dots are colored consecutively. Typically the dark blue dotted customers are “painted” first, then the light blue dots are painted next, with the dark red dots painted last. Sometimes, when the lower ranking customers are of more interest, the dots are painted in the reverse order. The dots painted earlier are often covered over by the dots painted later, so the relative proportions of the various groups may seem distorted.

In this example behavior map, the highest ranking customers, shown in red and orange, are largely in the upper left, just where we expect them to be, with growing loyalty and low Risk Scores.  Conversely, the lower ranking customers in light and dark blue, have higher Risk Scores and dropping loyalty.