An improved analytics system dynamically generates, integrates, and deploys multiple models for use related to a particular user and/or user segment. The integrated model analytics system can deploy a set of models specifically identified for a user from a group of models related to the service. This set of models can be used to provide recommendations for the user related to content of the service. As the user continues to interact with the service, the integrated model analytics system can dynamically update multiple models from the set of models based on real-time user interactions. These updated models can be used to generate updated recommendations for the user that can be used to dynamically update content presented to the user. In addition, this updated model can be used when providing recommendations for users in other user segments.