Content delivery using persona segments for multiple users

A method comprising:

• receiving, by one or more computer processors coupled to at least one memory, user interaction data from a user device for a session associated with a user account, wherein the user interaction data comprises indications of user interaction by a user;
• determining product identifiers corresponding to products from the user interaction data;
• determining descriptive terms for the product identifiers;
• determining a set of keywords based at least in part on the descriptive terms for the product identifiers;
• determining a set of persona segments associated with the user account based at least in part on the set of keywords, wherein a first persona segment of the set of persona segments comprises semantic attributes;
• determining that the set of persona segments exceeds a threshold number of persona segments;
• determining, based on the determination that the number of persona segments exceeds the threshold number of persona segments, that the user account is shared by multiple users;
• determining a first grouping of persona segments of the set of persona segments;
• selecting the first persona segment from the first grouping of persona segments based at least in part on the user interaction data, wherein the first persona segment is indicative of thematically defined interactions exhibited during the session;
• sending a request for content, the request comprising the first persona segment;
• receiving content corresponding to the first persona segment;
• and
• sending at least a portion of the content to the user device for presentation during the session.

A device comprising:

• at least one memory that stores computer-executable instructions;
• at least one processor configured to access the at least one memory and execute the computer-executable instructions to:
• receive user interaction data from a user device during a session associated with a user account;
• determine product identifiers corresponding to products from the user interaction data;
• determine descriptive terms for each product identifier of the product identifiers;
• determine a set of keywords based at least in part on the descriptive terms;
• determine, based at least in part on the set of keywords, a set of persona segments associated with the user account;
• determine that the set of persona segments exceeds a threshold number of persona segments;
• determine, based on the determination that the number of persona segments exceeds the threshold number of persona segments, that the user account is shared by multiple users;
• determine a score for at least one persona segment of the set of persona segments;
• determine that the user account is shared by multiple users based at least in part on the score;
• determine that a first group of persona segments is associated with a first user profile of the user account and that a second group of persona segments is associated with a second user profile of the user account;
• select a first persona segment of the first group of persona segments based at least in part on the user interaction data;
• identify content based at least in part on the first persona segment;
• and
• facilitate sending at least a portion of the content to the user device.