How Does a Heat Map Work?
How your heat map works depends largely on the goal of your data analysis. You can use a heat map to describe and measure productivity, marketing efforts, or any other topic that can be tracked numerically. To activate a heat map, you can import spreadsheets or CRM databases into your chosen business mapping software.
From here, the software will take the data and color shade it into an appropriate area of the amp. Knowing what data to use on your heat map depends, but there are three main ways heat maps are created: using points, areas, and the traditional approach. Let’s break each of these down further:
Point-Based Values
Heat maps work by pulling numerical values from your imported business data. These values are then plotted on the map as points of activity. Once plotted, the data on the map displays different heat levels (meaning interest levels amongst users) from hot to cold levels of activity. Point clouds or dot-density maps are portrayed using a color gradient to provide a visual of how your business activity is currently focused.
Area Based Values
In addition to numeric values turned to points of activity, heat maps can also show activity in specific areas. Each of these areas may be color shaded based on counties, states, zip codes, or other area criteria. Instead of points, you can assign a color to a certain numeric value. Most commonly, reds are used for high activity and blues are used for low activity. With this in mind, you can read the map based on the colors of each area.
Traditional Heat Maps
Traditional heat maps look a lot like weather maps. This happens when numeric business data imports are turned into overlaid color shades that show different intensities. Your data is spread across a graduated color scheme. On this map, too, high areas of activity are depicted in red while low areas are shown in blue.