Using Sankey And Sigma Graphs To Explore Customer Paths

Teradata Guided Analytics
Teradata Employee

There are many visualizations that can help you understand and explore paths. The Tree Diagram is probably one of the most common and, not coincidentally, it is one of the first visualizations you see in Aster’s Guided Analytics Interface for Path Analysis (formerly the guided analytics interface for customer journey).

The Tree Diagram is great for looking at complete user paths, including the exact count of individuals that travelled a specific sequence of events. But often in the field, we find that when we show the Sankey Diagram, the lightbulbs light up. That’s because the Sankey Diagram helps you understand transitions between events. With a Sankey Diagram, you can see the total count of individuals that move between specific events at specific steps in their paths. That’s why we recently decided to incorporate the Sankey Diagram, along with a Sigma Diagram, to the Path Analysis interface.

Sankey Diagram

When viewing the Sankey Diagram, you can hover over an edge to see the count and percentage of total paths that include the identified transition between two events. If you hover over a node you will see the count and percentage of total paths that include a specific event at a specific step in the sequence.

Sigma Diagram
The Sigma Diagram demonstrates the relationship between the different events in your paths. This visualization provides a good understanding of which events are most closely related and which events most frequently lead to other specific events.

If you click on an edge on the Sigma Diagram, you will see the count and percentage of total paths that include the identified transition between two events at least one time. If you click on a node, you will see the count and percentage of total paths that include a specific event at least one time.

One other thing we’ve added: the raw nPath syntax. This is useful as marketers, other business people and data scientists pass analyses back and forth. After all, every one of our guided analytics interfaces should help you bridge the gap between data scientists and analysts.

If you have any questions or would like to see a live demo of the Path Analysis interface, please feel free to send me a note at ryan.garrett@teradata.com.