“…The identification of user segments has been important in marketing and advertising (Smith, 1956) for some time, and it is increasingly important in the technology and online content publishing domains, such as online news media ) and online content. The identification of user segments is typically aimed at the understanding of a subset of people's reactions, interactions, uses, etc., based on one or more key performance indicators (KPI) (Jiang, Chi, & Gao, 2017;Wei & Wei, 2017), to achieve some goal or objective, such as increasing revenue, increasing market share, or designing future content.…”