Graphics Reference
In-Depth Information
Paths
In Chapter 4, “Stats and Layout,” you learned about paths in the context
of a viral marketing example (see Figure 4-5). In that discussion, you read
about a marketer who was very interested in understanding the paths to get
information to flow between people, particularly if the marketer does not
have a direct connection with their target audience.
A
path analysis
can also be useful in a market basket analysis to see how
close, or how far apart, some different products may be. For example, when
you look at the graph in
Figure 6-6
, you can see three distinct clusters
near the top-right corner. Whereas the first two clusters appear to be
interconnected, the third cluster seems to be somewhat independent. You
can select individual products from the upper cluster and the lower cluster,
and find paths such as this, rather than the tenuous path shown in
Figure
than what is shown in
Figure 6-10
,
but the general conclusion is that the
paths between them are fairly indirect.
