INTERACTIVE GRAPHICAL METHODS IN THE ANALYSIS OF CUSTOMER PANEL-DATA

The study of complex market phenomena is often supported by data gathe red from panels of customer households. Recent advances in statistical graphics research help analysts do justice to the richness of such da ta. We describe a graphical approach based on the use of simple linked plots in which case identity is preserved. The expressive power of th ese plots is enhanced by a variety of interactions such as painting an d identification. We also introduce the case-profile plot, developed t o support the exploratory analysis of panel data. This approach is ill ustrated by examples from packaged-goods retailing and telecommunicati ons.