How to Stay One Step Ahead of Your Customers’ Needs: Clustering in Analytics – Masterclass Summary

On 29 April 2025, Proxima Research organised an informational masterclass ‘How to Stay One Step Ahead of Your Customers’ Needs: Clustering in Analytics’,

The event brought together marketing, analytics, and product managers from the pharmaceutical industry who want to work with marketing analytics data at a deeper level and make informed decisions based on modern analytics. The central theme was clustering in analytics.

Marina Zhuchenko, Product Marketing Manager of Market Audit and PromoRxTest products, welcomed the participants, presented the goals of the event, emphasised the value of integrating clustering into daily marketing practice, and noted:

“Today we are talking about ways to personalise data, plan more efficiently and work more accurately with target segments – both in working with pharmacy chains and in regional coverage.”

Practical Approaches to Data Segmentation

The first part of the masterclass was delivered by Tetiana Ivanova, Product Owner of the Market Audit product, with the topic ‘Clustering of pharmacy chains in the Market Audit product’. Tetiana focused on the methods of cluster analysis and data clustering for forming clusters of pharmacies, enabling a deeper analysis of consumer behaviour and planning effective promotion at the retail level. In this section, we looked at best practices for data segmentation and showed how data clustering and cluster analysis form the basis of effective pharmacy chain strategies.

The second part of the event was held by Tetiana Draha, Product Owner of RxTest and PromoTest products, with a report on ‘Clustering of regions in RxTest’. The speaker demonstrated how the analytics of prescriptions in the regional context allows to build personalised strategies and better allocate resources between territories.

Key topics of the master class on clustering in analytics

1. practical application of clustering of pharmacy chains and regions;
2. working with regional data on doctors’ prescriptions;
3. personalisation of strategies based on RxTest data;
4. integration of an analytical approach into marketing planning.

The event ended with an active Q&A session, during which participants had the opportunity to ask questions to the speakers and discuss certain aspects of applying Proxima Research data segmentation tools in their practice.

“We hope that each of you received new ideas and tools that can be implemented today. If you have any additional questions, please contact your managers or leave a request on the website,” the organisers concluded.

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