US Patent 10157351 Persona based data mining system

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 predicts 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. Thus, for example, even though multiple individuals may share a computer and/or account, the content (e.g., item recommendations) presented during a browsing session may be based primarily or exclusively on the past browsing behaviors of the particular individual conducting the browsing session.