Utilizing machine learning models for data-driven customer segmentation

Abstract

A device may receive purchase data identifying purchases by users of user devices and identifying non-temporal data associated with the users, and may preprocess the purchase data to generate sequences of multivariate and multimodal symbols. The device may process the sequences of multivariate and multimodal symbols, with a long short-term memory based encoder-decoder model, to generate sequence embeddings, and may process the non-temporal data associated with the users, with a knowledge graph, to determine knowledge graph embeddings capturing the non-temporal data. The device may process the sequence embeddings and the knowledge graph embeddings, with a knowledge graph embedding model, to generate modified sequence embeddings, and may process the modified sequence embeddings, with a clustering model, to determine clusters of the users in relation to products or services purchased by the users. The device may perform one or more actions based on the clusters of the users.