Sankey diagrams are flow diagrams used to visualize the flow of materials or energy that aid in understanding the data. As data and models are becoming complex day by day, new visualization types are required. Combining data visualization techniques with Sankey diagrams helps you visualize different aspects of data. Here, we’ll discuss how to read a Sankey diagram.
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Sankey Diagram Structure
The diagram structure of a Sankey Diagram is a combination of three elements, i.e., process groups, bundles, and waypoints. Process groups represent the various processes in a database. Bundles are a set of underlying flows between the process groups. And, waypoints are used to get control over the layout of a diagram. They help you define the same flows in different ways and show the relation between the data points.
In a simple Sankey diagram, there is a straight arrangement. However, if the diagram contains loops, there are more possibilities. Sankey diagrams also consist of nodes connected by arrows or lines. The width of the lines depends upon the amount of flow from the main source to the target. The bigger is the quantity, the wider is the line.
Reading A Sankey Diagram
Sankey diagrams are used to display the flow of resources. The key to reading a Sankey diagram in Google Sheets is to remember that the width is proportional to the quantity. This way, the audience is able to see the region with the largest opportunities.
When you are presented with a Sankey diagram, the main rule to keep in mind is that the width of the lines or arrows represents the volume and amount of the resources. In case the arrows don’t seem, representative, chances are that the constructor has made a mistake or doesn’t understand the purpose of the tool.
A Few Things To Keep In Mind
When two rows in a table consist of the same information, the Sankey diagram combines it automatically. The diagram merges the nodes together that have the same text. However, you can pull the nodes apart by changing the labels.
Visualizing Buyer’s Journey With A Sankey Diagram
While Sankey diagrams were originally used for the analysis of energy flow, they are a powerful tool to indicate the flow of energy, time, or resources. They help you convey data-based messaging more effectively to internal or external team members.
Just collect your customers’ data and use Sankey diagrams to gain actionable insights. Sankeys can help you by supporting different viewing levels where the audience can get key insights or details. With Sankey diagrams, you can view the areas that need to be improved, areas with the largest opportunities, and see the most prolific shoppers.
How To Map A Customer’s Journey Using Sankey Diagram?
For mapping a customer’s journey using a Sankey diagram, start by listing customers’ touchpoints (nodes) before a purchase is made. From landing on a shopping page and opening the app to making a purchase, several nodes are involved.
A graphic visualization technique, like the Sankey diagram depicts the flow of traffic across the buying stages and helps track customers from one buying stage to the other. The name and label of nodes may vary depending on the data points a company wants to cover. The most commonly used data points are-
● Landing through organic search.
● Browsing the products or logging into the app or website.
● Clicking the website link from an external source, etc.
From there, a lot of possibilities may arise. For example, if the audience is interested in your products, they view the features in detail and purchase, while others leave the site. Some customers might only be interested in reviewing their previous purchase, while others may abandon their carts and simply exit.
All this information is used to identify the weak areas in the app and make improvements. Thus, after you have finalized the nodes and links, you can start creating a Sankey diagram. For this, you can use tools like Javascript, Python, etc.
Then, count the nodes and give them a number starting from 0 to (n-1). After that, create a list of target nodes and separate lists of source at each level for all links. Make sure that the list of the target nodes and source are in the same order as the links.
Using MS Excel For Sankey Diagrams
Alternatively, you can create a Sankey Diagram in Excel in a few quick steps. However, first, you need to install an external software, like Power User as an add-in tool for Excel. Enter the data in MS Excel and click the external tool in the Toolbar. Select the input data, click OK, and your Sankey chart is drawn.
Now, you can customize the Sankey chart with different colors and highlight the nodes of the most interest. Once you have completed all these steps, the final Sankey diagram has been created.
Other Things About Sankey Diagrams
Sankey diagrams are used to show flows within a variety of industries. They are prone to several variations even if the main idea remains the same. Furthermore, there are chances of mistakes too. The position of nodes in a Sankey diagram is quite important; there are algorithms that are used for minimizing the number of crossing between the links. Also, unnecessary clutter makes the diagram difficult to read. So, it’s better to eliminate the weak connections.
Conclusion
Sankey diagrams are used to display flows and the quantity of the flow in proportion to each other. The width of the lines or arrows is used to show the magnitude. You can draw a Sankey diagram easily on Microsoft Excel in just a few steps and its easy to read. You just need to keep the one rule in mind that the width of the flow is proportional to the quantity used. Not only, they are the simplest visualization tool to create, but they are also easy to understand. If you have created them well, they are a great way to start conversation and communicate your message effectively.