A Marimekko chart (also known as a Mekko chart) is a data visualization tool used to represent categorical data across two dimensions, showing both absolute and relative contributions. The chart combines stacked bar charts and 100% stacked bar charts, where both the width of the columns and the height of the segments provide meaningful data insights.
Marimekko charts are widely used for market analysis, portfolio management, and resource allocation because they effectively communicate how different categories and subcategories contribute to the whole.
Key Components of a Marimekko Chart
Columns (X-Axis Width)
The width of each column represents the size of the primary category.
Example: In a sales analysis, columns might represent different product categories.
Segments (Y-Axis Height)
Each column is divided into segments, with the height representing the proportion of the subcategories within that category.
Example: Each segment might represent a specific product variant or region.
Total Area
The overall area of each segment is proportional to its contribution to the overall dataset.
Insight: Larger areas indicate more significant contributions.
Labels
Data labels display percentages, absolute values, or category names, making it easier to understand each segment's contribution.
Axes
X-Axis: Represents the main categories (e.g., regions, product lines).
Y-Axis: Represents the subcategories or distribution within each main category.
When to Use a Marimekko Chart?
1. Market Share Analysis
Understand how different products, regions, or business units contribute to overall revenue.
2. Proportional Comparison Across Categories
Compare contributions within and across categories simultaneously.
3. Resource Allocation Insights
Visualize how resources are distributed across categories and subcategories.
4. Identifying Dominant Segments
Spot which subcategories dominate each primary category.
5. Portfolio Analysis
Analyze product or service mix across multiple dimensions.
Best Practices for Marimekko Charts
Limit the number of categories and subcategories: Too many can make the chart cluttered.
Use clear labeling: Ensure each segment is clearly labeled with percentages or values.
Focus on key insights: Highlight dominant or surprising patterns in the data.
Maintain proportional scaling: Both the width and height of the segments should reflect accurate proportions.
Example Use Case:
Imagine you're analyzing sales performance across regions and product categories.
Columns represent regions (e.g., North America, Europe, Asia).
Segments within each column represent clusters (e.g., K12 Language Learning, Professional Language Learning, Language Learning & Testing ).
The chart allows you to see which regions contribute most to total sales and how product categories perform within those regions.
Marimekko charts are powerful for revealing insights where both distribution and proportion matter across two dimensions. They are an essential tool for marketers, analysts, and strategists looking to make data-driven decisions. 🚀