The heat map shows the average monetary value for different categories of recency and frequency scores. Higher scores of frequency and recency are characterized by higher average monetary value as indicated by the darker areas in the heatmap.

rfm_heatmap(data, plot_title = "RFM Heat Map", plot_title_justify = 0.5,
  xaxis_title = "Frequency", yaxis_title = "Recency",
  legend_title = "Mean Monetary Value", brewer_n = 5,
  brewer_name = "PuBu")

Arguments

data

An object of class rfm_table.

plot_title

Title of the plot.

plot_title_justify

Horizontal justification of the plot title; 0 for left justified and 1 for right justified.

xaxis_title

X axis title.

yaxis_title

Y axis title.

legend_title

Legend title.

brewer_n

Indicates the number of colors in the palette; RColorBrewer is used for the color palette of the heatmap; check the documentation of brewer.pal.

brewer_name

Palette name; check the documentation of brewer.pal.

Examples

# using transaction data analysis_date <- lubridate::as_date('2006-12-31', tz = 'UTC') rfm_order <- rfm_table_order(rfm_data_orders, customer_id, order_date, revenue, analysis_date) # heat map rfm_heatmap(rfm_order)
# using customer data analysis_date <- lubridate::as_date('2007-01-01', tz = 'UTC') rfm_customer <- rfm_table_customer(rfm_data_customer, customer_id, number_of_orders, recency_days, revenue, analysis_date) # heat map rfm_heatmap(rfm_customer)