Abstract: Examples of the disclosure enable generating, maintaining, and/or updating a model configured to identify content for a segment. In some examples, a plurality of keywords associated with accessing webpages are retrieved. A plurality of keyword scores corresponding to the keywords are generated. Based on the keyword scores, a subset of keywords are identified as being associated with the segment. The subset of keywords are compared with content keywords associated with content to determine whether to include the content in a subset of content associated with the segment. Users associated with the subset of content are identified. Based on metrics associated with the users, the users are labeled for generating a training set associated with the segment. Aspects of the disclosure enable a predictive model to be generated, maintained, and/or updated in a calculated and systematic manner for increased performance.