A network device determines when multiple users each connect to a network using one or more devices. The network device obtains device or network-related parameters associated with the one or more devices and generates profiling vectors for each of the multiple users, that connects to the network using the one or more devices, to produce multiple profiling vectors. The network device clusters the multiple profiling vectors to identify cluster centers associated with a plurality of user groups, and determines first users of the multiple users for, or with, whom to perform certain actions or activities based on the first users' affinity with one or more of the plurality of user groups. The network device performs the certain actions or activities with respect to the determined first users.