1. A non-transitory computer-readable medium embodying a program executable in a computing device, the program, when executed, causing the computing device to at least: identify a plurality of authenticated users for which at least one segment assignment in at least one segment of interest is known based upon a respective user account of individual ones of the plurality of authenticated users; identify at least one of a plurality of historical user behaviors associated with at least a subset of the authenticated users; calculate, for the at least one of the plurality of historical user behaviors, a percentage of the authenticated users in each segment assignment associated with the at least one segment of interest that demonstrates the at least one of the plurality of historical user behaviors; store the percentage in a data store; identify a behavior associated with an unauthenticated user; identify one of the plurality of historical user behaviors corresponding to the behavior; identify a segment of interest associated with the one of the plurality of historical user behaviors; associate the unauthenticated user with a first segment assignment in the segment of interest associated with a highest percentage of the authenticated users for which the first segment assignment is known who have exhibited the behavior; and target the unauthenticated user with content associated with the first segment assignment in the segment of interest associated with the highest percentage of the authenticated users for which the first segment assignment is known who have exhibited the behavior.