The article is devoted to the creation of an effective solution for user segmentation. The article presents an analysis of existing user segmentation services, an analysis of approaches to user segmentation (ABCDx segmentation, demographic segmentation, segmentation based on a user journey map), an analysis of clustering algorithms (K-means, Mini-Batch K-means, DBSCAN, Agglomerative Clustering, Spectral Clustering). The study of these areas is aimed at creating a “flexible” segmentation solution that adapts to each user sample. Dispersion analysis (ANOVA test), analysis of clustering metrics is also used to assess the quality of user segmentation. With the help of these areas, an effective solution for user segmentation has been developed using advanced analytics and machine learning technology.