Seeing the Light - How Heat Maps Can Up your Game
Many of you may be wondering - “What is a Heat Map?”
For MapAnything purposes, a heat map is a visualization used to indicate the intensity of data at geographical points. Heat Maps can show concentrations, as well as whitespace. When you see the meteorologist talking about the radar of rain or snow and you see gradients of colors on the map, you are looking at a Heat Map of precipitation in a specific area. Sometimes they are also called a “Hot and Cold Map”. One of the first Heat Maps was used by Loua in 1873 to visualize social statistics across Paris districts using a grey scale. Heat Maps now use more of a rainbow scale as opposed to the grey scale since we can perceive more shades of color than those of grey.
Heat Maps can sometimes be confused with Choropleth Maps/Thematic Maps. Heat Maps are not bound by geographical area or boundary like Thematic Maps are, they show concentration by area and not boundary (Postal Code or State). For instance if I wanted to see concentrations of open Opportunities for my Sales team, a heat map would show me concentrations by areas, but a Choropleth/Thematic Map would show me the concentrations by state (ie: California being the highest with open Opportunities and North Dakota being the lowest of the states.
Aside from the weather, Heat Maps can be used in various businesses to plan activities and analyze data. Marketing teams can use Heat Maps to see concentrations of current and potential customers for go-to-market plans or expansion plans, budget allocation, and researching demographics and target markets for product launches. Sales teams can use Heat Maps for territory planning, as well as visualizing where their top customers/leads/prospects are located. This information will help reps plan face-to-face visits and maximize their impact in key areas of growth. Management can utilize Heat Maps to view the white, or underutilized, spaces in the market and identify key areas of growth for their teams. Anticipating the market and allocating resources are key for companies gearing for a high-growth phase, or who simply want to continue pushing toward rising goals.
We recently hosted a MapAnything University Course all about Heat Mapping. Click below to access the on-demand course to learn about:
- Creating a Marker Layer to Heat Map - Knowing what data to have and include in your Marker Layer to give you the information you need.
- Analyzing your Heat Map in MapAnything - What does it mean?
- Adjusting your Heat Map Settings in MapAnything to give you the best visualization of your data
Client Success Manager II