By identifying different common denominators, we can break down large customer bases into smaller blocks. This gives us a better understanding of what different customers need and allows us to implement relevant measures where they are expected to have the greatest impact.
Examples of background variables are geographic location, customer segments, time as customer, etc.
It's important to note that background variables can be broken down on groups in the structure, but cannot be broken down or combined with each other. Analyses are conducted on one variable at a time.
The example below demonstrates how we analyse results for two background variables against the same group in two separate runs.