Stacked Charts
What Are Stacked Charts?
Stacked charts show how multiple variables contribute to a total over time, with bars composed of colored segments stacked on top of each other.
Purpose: Visualize part-to-whole relationships, show how components contribute to total, track mix changes over time.
When to Use
Best For:
Media mix analysis (how budget is allocated)
Showing composition over time
Part-to-whole relationships
Budget allocation tracking
Proportion changes
Examples:
Marketing spend by channel over time
Revenue by product category
Budget distribution across teams
Contribution by marketing group
How to Create
Requirements:
Select 2 or more variables
Click "Stacked Chart" button (📚)
Click "Generate Chart"
Chart Structure:
X-axis: Time periods
Y-axis: Total value
Each bar: One time period
Segments: Individual variables (stacked)
Bar height: Sum of all variables
Reading Stacked Charts
Total Bar Height:
Shows combined total of all variables
Changes in overall sum visible
Segment Heights:
Each color = one variable
Taller segment = larger contribution
Changes in individual contributions
Proportions:
Visual sense of relative sizes
Mix shifts visible over time
Dominant contributors clear
What Variables to Visualize
Marketing Budget:
TV_Spend, Digital_Spend, Radio_Spend, Print_Spend
Shows: How budget is split across channels
Insight: Mix evolution over time
Channel Groups:
Traditional_Media, Digital_Media, Promotions
Shows: High-level budget allocation
Insight: Strategic shifts
Product Mix:
Product_A_Revenue, Product_B_Revenue, Product_C_Revenue
Shows: Revenue composition
Insight: Which products growing/declining
Team Budgets:
Team_A_Budget, Team_B_Budget, Team_C_Budget
Shows: Resource allocation
Insight: Investment priorities
Common Patterns
Stable Mix:
Proportions remain constant over time
Consistent strategy
No major reallocation
Shifting Mix:
Proportions change over time
Example: Digital segment growing, TV shrinking
Insight: Budget reallocation visible
Growing Total:
Bar heights increasing
All segments may grow
Or mix shift while total grows
Dominant Player:
One segment much larger than others
Example: TV dominates spend
Insight: Concentration in one channel
Use Cases
Budget Evolution:
Proportional Analysis:
Planning Scenario:
Stacked vs. Grouped Bar Charts
Stacked Shows:
Total sum (bar height)
Proportions within total
Composition over time
Grouped Shows:
Individual values side-by-side
Direct variable comparison
Not part-to-whole
MixModeler uses stacked by default for composition analysis.
Interactive Features
Tooltip:
Hover over segment
Shows variable name, value, percentage
See contribution at that point
Legend Click:
Hide/show variables
See remaining variables restack
Analyze subsets of mix
Zoom:
Focus on specific time periods
Detailed view of mix changes
Tips
Variable Count:
2-5 variables: Easy to read
6-8 variables: Still manageable
8 variables: Consider grouping or separate chart
Color Choice:
Use distinct colors
Assign consistent colors to same variables
Consider colorblind-friendly palettes
Interpretation:
Focus on both totals AND proportions
Look for mix shifts
Identify growing/declining components
Order Matters:
Largest at bottom usually
Or logical grouping (all media together)
Consistent order across time
Comparison with Decomposition
Stacked Charts:
Can visualize any variables
Pre-model exploration
Raw spend or revenue data
Decomposition Charts:
Show model contributions
Post-model analysis
Predicted impact, not just spend
Both use stacked format but different data sources.
Summary
Stacked Charts Show:
Part-to-whole relationships
Total sum and composition
Mix evolution over time
Proportional changes
Best for understanding how a total breaks down into components and how that breakdown changes over time.
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