R/rfm-ggplot.R

In rfm: Recency, Frequency and Monetary Value Analysis

#' @importFrom ggplot2 ggplot geom_tile aes ggtitle xlab ylab scale_fill_gradientn
#' @importFrom RColorBrewer brewer.pal
rfm_gg_heatmap <- function(mapdata, plot_title, xaxis_label, yaxis_label,
                           brewer_n, brewer_name, legend_title) {

  ulm <- ceiling(max(mapdata[["monetary"]]))
  llm <- floor(min(mapdata[["monetary"]]))


  bins <- max(mapdata$frequency_score)
  guide_breaks <- round(seq(llm, ulm, length.out = bins))

  p <-
    ggplot(data = mapdata) +
    geom_tile(aes(x = frequency_score, y = recency_score, fill = monetary)) +
    ggtitle(plot_title) +
    xlab(xaxis_label) +
    ylab(yaxis_label) +
    scale_fill_gradientn(limits = c(llm, ulm),
                        colours = brewer.pal(n = brewer_n, name = brewer_name),
                        name = legend_title)


  return(p)

}

#' @importFrom ggplot2 geom_bar ylim coord_flip geom_text position_dodge
rfm_gg_order_dist <- function(data, flip, bar_color, plot_title, xaxis_label,
                              yaxis_label, ylim_max, bar_labels, bar_label_size) {

  p <-
    data %>%
    ggplot(aes(x = segment, y = n)) +
    geom_bar(stat = "identity", fill = bar_color) +
    ggtitle(plot_title) +
    xlab(xaxis_label) +
    ylab(yaxis_label) +
    ylim(0, ylim_max)

  if (flip) {
    p <-
      p +
      coord_flip()

    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = sprintf("%1.0f", n), y = n *1.025),
                  hjust = 0,
                  size = bar_label_size)
    }
  } else {
    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = sprintf("%1.0f", n), y = n * 1.025),
                  position = position_dodge(0.9),
                  vjust = 0,
                  size = bar_label_size)
    }
  }

  return(p)
}

#' @importFrom ggplot2 geom_histogram
rfm_gg_hist <- function(data, hist_bins, hist_color, plot_title, xaxis_label,
                        yaxis_label) {

  p <-
    data %>%
    ggplot(aes(score)) +
    geom_histogram(bins = hist_bins, fill = hist_color, color = I("white")) +
    xlab(xaxis_label) +
    ylab(yaxis_label) +
    ggtitle(plot_title)

  return(p)

}

#' @importFrom ggplot2 theme element_text
#' @importFrom rlang .data
rfm_gg_segment_summary <- function(data, metric, sort, ascending, flip,
                                   bar_color, plot_title, xaxis_label,
                                   yaxis_label, axis_label_size,
                                   axis_label_angle, ylim_max, bar_labels) {

  if (sort) {
    if (ascending) {
      if (flip) {
        p <- ggplot(data,
                    aes(x = reorder(segment, -.data[[metric]], sum),
                        y = .data[[metric]]))
      } else {
        p <- ggplot(data,
                    aes(x = reorder(segment, .data[[metric]], sum),
                        y = .data[[metric]]))
      }
    } else {
      if (flip) {
        p <- ggplot(data,
                    aes(x = reorder(segment, .data[[metric]], sum),
                        y = .data[[metric]]))
      } else {
        p <- ggplot(data,
                    aes(x = reorder(segment, -.data[[metric]], sum),
                        y = .data[[metric]]))
      }
    }
  } else {
    p <- ggplot(data, aes(x = segment, y = .data[[metric]]))
  }

  p <-
    p +
    geom_bar(stat = "identity", fill = bar_color) +
    ggtitle(plot_title) +
    xlab(xaxis_label) +
    ylab(yaxis_label) +
    ylim(0, ylim_max)

  if (flip) {
    p <-
      p +
      coord_flip() +
      theme(axis.text.y = element_text(size = axis_label_size))

    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = sprintf("%1.0f", .data[[metric]]),
                      y = .data[[metric]] * 1.025),
                  hjust = 0,
                  size = 3)
    }
  } else {
    p <-
      p +
      theme(axis.text.x = element_text(angle = axis_label_angle, vjust = 0,
                                       hjust = 0, size = axis_label_size))

    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = sprintf("%1.0f", .data[[metric]]),
                      y = .data[[metric]] * 1.025),
                  position = position_dodge(0.9),
                  vjust = 0,
                  size = 3)
    }
  }

  p

}

#' @importFrom ggplot2 scale_fill_manual scale_y_continuous element_blank
#' @importFrom ggplot2 element_line element_rect
rfm_gg_revenue_dist <- function(data, colors, legend_labels, flip,
                                plot_title, xaxis_label, yaxis_label,
                                axis_label_size, axis_label_angle,
                                bar_labels, bar_labels_size) {

  p <-
    ggplot(data, aes(fill = category, y = share, x = segment)) +
    geom_bar(position = "dodge", stat = "identity")


  p <-
    p +
    scale_fill_manual(values = c(colors[1], colors[2]),
                      labels = c(legend_labels[1], legend_labels[2])) +
    scale_y_continuous(labels = scales::percent)

  p <-
    p +
    theme(legend.title = element_blank(),
          legend.position = "bottom",
          panel.background = element_rect(fill = NA),
          axis.ticks = element_line(color = NA))


  if (flip) {
    p <-
      p +
      coord_flip() +
      theme(panel.grid.major.x = element_line(colour = "#ced4da"))

    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = paste0(round(share * 100, 2), "%"),
                      y = round(share, 2) * 1.03),
                  stat = 'identity', position = position_dodge(0.9),
                  vjust = 0.5, hjust = 0, size = bar_labels_size)
    }
  } else {
    p <-
      p +
      theme(panel.grid.major.y = element_line(colour = "#ced4da"),
            axis.text.x = element_text(angle = axis_label_angle, vjust = 1,
                                       hjust = 0, size = axis_label_size))

    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = paste0(round(share * 100, 2), "%"),
                      y = round(share, 2) * 1.03),
                  stat = 'identity', position = position_dodge(0.9),
                  vjust = 0, hjust = 0.5, size = bar_labels_size)
    }
  }

  p <-
    p +
    xlab(xaxis_label) +
    ylab(yaxis_label) +
    ggtitle(plot_title)

  return(p)

}

rfm_gg_median <- function(data, bar_color, sort, ascending, flip, plot_title,
                          xaxis_label, yaxis_label, axis_label_size, axis_label_angle,
                          bar_labels) {

  n_fill <- nrow(data)
  cnames <- names(data)
  y_lab  <-
    switch(cnames[2],
           recency_days = "Median Recency",
           transaction_count = "Median Frequency",
           amount = "Median Monetary Value")

  if (is.null(yaxis_label)) {
    yaxis_label <- y_lab
  }

  if (is.null(plot_title)) {
    plot_title <- paste(yaxis_label, " by Segment")
  }

  if (is.null(xaxis_label)) {
    xaxis_label <- "Segment"
  }

  if (is.null(bar_color)) {
    bar_color <- "#0f1a34"
  }

  if (sort) {
    if (ascending) {
      if (flip) {
        p <- ggplot(data,
                    aes(x = reorder(.data[[cnames[1]]], -.data[[cnames[2]]], sum),
                        y = .data[[cnames[2]]]))
      } else {
        p <- ggplot(data,
                    aes(x = reorder(.data[[cnames[1]]], .data[[cnames[2]]], sum),
                        y = .data[[cnames[2]]]))
      }
    } else {
      if (flip) {
        p <- ggplot(data,
                    aes(x = reorder(.data[[cnames[1]]], .data[[cnames[2]]], sum),
                        y = .data[[cnames[2]]]))
      } else {
        p <- ggplot(data,
                    aes(x = reorder(.data[[cnames[1]]], -.data[[cnames[2]]], sum),
                        y = .data[[cnames[2]]]))
      }
    }
  } else {
    p <- ggplot(data, aes(x = .data[[cnames[1]]], y = .data[[cnames[2]]]))
  }


  p <-
    p +
    geom_bar(stat = "identity", fill = bar_color) +
    ggtitle(plot_title) +
    xlab(xaxis_label) +
    ylab(yaxis_label) +
    theme(plot.title = element_text(hjust = 0.5))

  if (flip) {
    p <-
      p +
      coord_flip() +
      theme(axis.text.y = element_text(size = axis_label_size))

    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = sprintf("%1.0f", .data[[cnames[2]]]),
                      y = .data[[cnames[2]]] * 1.025),
                  hjust = 0,
                  size = 3)
    }
  } else {
    p <-
      p +
      theme(axis.text.x = element_text(angle = axis_label_angle,
                                       size = axis_label_size,
                                       hjust = 0))

    if (bar_labels) {
      p <-
        p +
        geom_text(aes(label = sprintf("%1.0f", .data[[cnames[2]]]),
                      y = .data[[cnames[2]]] * 1.025),
                  position = position_dodge(0.9),
                  vjust = 0,
                  size = 3)
    }
  }

  return(p)

}

#' @importFrom treemapify geom_treemap geom_treemap_text
rfm_gg_segment <- function(table, metric, print_plot) {

  plot <- ggplot(table,
                 aes(area = .data[[metric]],
                     fill = segment,
                     label = paste(toupper(segment),
                                   paste0(.data[[metric]], " (", prop, "%)"),
                                   sep = '\n'))) +
    geom_treemap() +
    geom_treemap_text(size = 8, place = 'centre') +
    theme(legend.position = "none")

  return(plot)

}

rfm_gg_segment_scatter <- function(segments, x_data, y_data, plot_title,
                                   legend_title, xaxis_label, yaxis_label) {

  rfm_gg_combine(segments, x_data, y_data, xaxis_label, yaxis_label,
                 plot_title, legend_title)

}

#' @importFrom ggplot2 geom_point labs
rfm_gg_combine <- function(rfm_table, x = "amount", y = "recency_days",
                           xaxis_title = "Monetary", yaxis_title = "Recency",
                           plot_title = "Recency vs Monetary",
                           legend_title = "Segment") {

  data <- rfm_table[order(rfm_table$rfm_score), ]

  plot <-
    data %>%
    ggplot() +
    geom_point(aes(x = .data[[x]],
                   y = .data[[y]],
                   color = factor(segment),
                   group = seq_along(rfm_score))) +
    xlab(xaxis_title) +
    ylab(yaxis_title) +
    ggtitle(plot_title) +
    labs(color = legend_title)

  return(plot)
}