RFM heatmap — rfm_plot

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.

Usage

rfm_plot_heatmap(
  data,
  brewer_n = 5,
  brewer_name = "PuBu",
  xaxis_label = NULL,
  yaxis_label = NULL,
  plot_title = NULL,
  legend_title = NULL,
  interactive = FALSE,
  print_plot = TRUE
)

Arguments

data: An object of class rfm_table.
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.
xaxis_label: X axis label.
yaxis_label: Y axis label.
plot_title: Title of the plot.
legend_title: Legend title.
interactive: If TRUE, uses plotly as the visualization engine. If FALSE, uses ggplot2.
print_plot: logical; if TRUE, prints the plot else returns a plot object.

Deprecated Functions

rfm_heatmap() has been deprecated and will be made defunct. It has been provided for compatibility with older versions only, and will be made defunct at the next release.

Instead use the replacement function rfm_plot_heatmap().

Examples

# using transaction data
analysis_date <- as.Date('2006-12-31')
rfm_order <- rfm_table_order(rfm_data_orders, customer_id, order_date,
revenue, analysis_date)

# heat map
# ggplot2
rfm_plot_heatmap(rfm_order)


# plotly
rfm_plot_heatmap(rfm_order, interactive = TRUE)

# using customer data
analysis_date <- as.Date('2007-01-01')
rfm_customer <- rfm_table_customer(rfm_data_customer, customer_id,
number_of_orders, recency_days, revenue, analysis_date)

# heat map
rfm_plot_heatmap(rfm_customer)