Abstract: Systems and methods for identifying and managing user personas relating to user behavior within an digital environment are disclosed. Users interact with electronic data, such as online marketplaces, in different but predictable ways indicated by predefined user personas. To associate user interactions with user personas without the need for a user account or other identifying information, a user persona indicator may be generated and associated with user interactions within the digital environment during one or more user session. This enables utilization of information regarding a characteristic type of the user in analyzing user activity and predicting user actions. The data transmitted to the user may be adjusted based upon the user persona or predicted user actions.