US Patent 10089675 Probabilistic matrix factorization system based on personas

Data mining systems and methods are disclosed for associating users with items based on underlying personas. The system associates each user account with one or more underlying personas that contribute to the user's interactions with different items, and models user-to-item associations in accordance with the underlying personas based on probabilistic matrix factorization. The system may further predict an active persona for a user based on the user's recent interactions with items and make item related recommendations that are oriented to the active persona.