Map layers in Tableau - Real Business Scenario

Scenario Mode

👤 Your Role: You are a sales analyst at a retail company.

📋 Request: Your manager wants a map visualization showing store locations with sales performance and customer density layers to identify high-performing areas with many customers.

📊 Data: You have data on store locations (latitude, longitude), total sales per store, and customer counts per store area.

🎯 Deliverable: Create a Tableau map with two layers: one showing store locations sized by sales, and another showing customer density as a heatmap.

Sample Data

Store ID	Store Name	Latitude	Longitude	Total Sales	Customer Count
101	Central	40.7128	-74.0060	150000	1200
102	Northside	40.7306	-73.9352	90000	800
103	East End	40.7060	-73.9969	120000	950
104	West Point	40.7359	-74.0036	110000	1100
105	South Park	40.7001	-74.0125	80000	700
106	Uptown	40.7484	-73.9857	130000	1000
107	Harbor	40.6892	-74.0445	70000	600
108	Midtown	40.7549	-73.9840	140000	1150

1

Step 1: Connect the sample data to Tableau as a data source.

Import the data table with columns: Store ID, Store Name, Latitude, Longitude, Total Sales, Customer Count.

Expected Result

Data is loaded and visible in Tableau's data pane.

2

Step 2: Create a map view by dragging Longitude to Columns and Latitude to Rows.

Drag Longitude to Columns shelf and Latitude to Rows shelf.

Expected Result

A basic map with points representing store locations appears.

3

Step 3: Add store locations as points sized by Total Sales.

Drag Store Name to Detail on Marks card, drag Total Sales to Size, and set mark type to Circle.

Expected Result

Store points appear on the map sized proportionally to their sales.

4

Step 4: Create a new map layer showing customer density as a heatmap.

Duplicate the map worksheet, change mark type to Density, drag Customer Count to Color.

Expected Result

Heatmap layer shows areas with higher customer counts in warmer colors.

5

Step 5: Combine the two layers into a dashboard with map layers.

Create a dashboard, add both map worksheets, and overlay the heatmap layer with transparency over the store points map.

Expected Result

Dashboard shows store locations sized by sales with a transparent heatmap of customer density underneath.

6

Step 6: Adjust colors and transparency for clarity and accessibility.

Set heatmap colors to a colorblind-friendly palette, adjust opacity to 50%, and ensure store points have distinct colors.

Expected Result

Map layers are clear, readable, and accessible to all users.

Final Result

Heatmap Layer: Customer Density

↓

Store Locations Layer: Circles sized by Sales

✓Central and Midtown stores have the highest sales and are located in areas with high customer density.

✓Harbor store has the lowest sales and is in an area with low customer density.

✓Areas with high customer density but moderate sales could be opportunities for sales growth.

Bonus Challenge

Add a filter to the dashboard to select sales ranges and see how customer density correlates with different sales levels.

Show Hint

Use a parameter or filter on Total Sales and apply it to both map layers to dynamically update the visualization.