A data visualization system is disclosed that includes an interaction database, a retrieval component, a display component, and a contour generator. The interaction database is maintained in a computer memory of interaction data representing interactions between customers and at least one merchant. The retrieval component is configured to retrieve from the interaction database data representing interactions between customers and the merchant, and to construct a finite set of data values from the retrieved data. The display component is configured to display a graphical representation of a merchant and a graphical representation of each of the set of data values centered on respective data points disposed on a representation of a bell-shaped curve. The contour generator configured to generate and display one or more contour lines at least partly around each data point to form a bell-shaped curve, in which the areas of representation around each data point are shown in a series of contour lines, and the nature of the contour lines for each data point are preferably represented to gradually drop off or fan away from each data point, wherein each data point is displayed as a local maximum at an apex of the bell-shaped curve.