Interactive model · SAS Visual Statistics decision tree
🛒 Who Buys Organic? The Decision Tree, Live
This is the actual tree SAS grew on 111,115 BigOrganics loyalty customers, decoded from the exported SAS report. Dots stream through it like customers: each one is a shopper, coloured if they bought organics. Build a customer on the left to watch their path light up.
Branch width = number of customers · box colour = share who bought organics (darker = more likely) · Overall purchase rate 24.8% · Model KS = 0.4707.
Bought organicsDid not
0%92%
Build a customer
Predicted chance of buying organics
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All 14 segments
Leaves ranked by purchase rate · click to trace
Reading the tree
- Age is the first split: under-45s buy at 52.2%, everyone else at 15.8%.
- Affluence comes next on both sides. The best segment, under 45 with affluence ≥ 15, buys at 91.7% (2,390 of 2,605).
- The largest segment is the least likely: 64,885 customers aged 45+ with low or missing affluence buy at 11.0%.
- Gender matters inside segments: wherever the tree separates women from others, women buy more often (53.6% vs 23.9%, 75.8% vs 49.6%, 43.4% vs 17.7%).