Why might a business use a heat map?

A business might use a heat map to visualize customer engagement levels because heat maps are effective tools for displaying data in a way that makes patterns and trends easily recognizable. In this context, a heat map can show which areas of a website are receiving the most interactions or where customers are most active. This visual representation allows businesses to identify hot spots of engagement and areas that may need improvement, enabling data-driven decision-making for marketing strategies, website design, and customer experience enhancements.

The other options do not leverage the distinct advantages that heat maps provide. Documenting employee attendance or compiling financial reports typically requires precise record-keeping and numerical analysis, not the visual pattern recognition that a heat map offers. Creating a schedule of meetings also relies more on tabular formats or calendars rather than the visual intensity that heat maps convey. Thus, the use of a heat map for tracking customer engagement is a strategic choice that capitalizes on the visual nature of this data representation.