Rhiza and CNBC Reflect on the Heinz-Kraft Merger

Earlier this week, CNBC reached out to Rhiza to leverage our expertise in data visualization.

Following the announcement of the Heinz and Kraft merger on Wednesday, CNBC wrote a fascinating story detailing the location of Heinz ketchup and Kraft macaroni and cheese consumers. It also highlighted the Rhiza Platform’s ability to quickly combine different datasets with geography based visualizations in order to discover interesting trends and give data meaning.

The Rhiza Platform, which allows users to generate location-based data reports, can be used to quickly identify stories that aren’t readily apparent in an Excel spreadsheet. And since the reports are generated on the fly, Rhiza was able to quickly provide data visualizations to supplement CNBC’s story in a matter of minutes.

The results allowed CNBC to publish an interesting article that proves the northeast and the midwest as the main markets for Heinz ketchup and Kraft macaroni and cheese, respectively.

States with the most Heinz ketchup consumers

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States with the most Kraft macaroni and cheese consumers

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Taking it one step further, Rhiza was able to overlay both datasets over a single map in order to reflect the states have the highest concentration of both Heinz ketchup and Kraft macaroni and cheese consumers. The results show that the midwest has a higher percentage of people who consume both products than the northeast.

States with the most Heinz ketchup and Kraft macaroni and cheese consumers

cnbc-heinz+kraft

Because of our partnership with Experian, Rhiza offers a wealth of data. When that data is combined with our cutting-edge visualization platform, we’re able to help companies answer tough questions like never before and uncover consumer insights quickly and efficiently.