Data for a plurality of entities that can be offered a plurality of products can be obtained. The data can include categorical data and numeric data. Based on business constraints, some of all of the data can be selected. The selected data can be converted to another set of numeric data, wherein the categorical values are converted to numeric values. Dimensions of the converted data can be reduced to generate another set of data. Based on this another set of data, clusters of entities can be formed. The products can be grouped by assigning a unique product identifier of each product to a corresponding cluster. This grouping of products can be used by a predictive model to predict a likelihood of an entity to purchase a particular product in a future time period. Related methods, apparatus, systems, techniques and articles are also described.