A device may receive third-party data associated with merchants and may receive customer interest data associated with customers of the merchants, wherein the customer interest data includes data identifying locations of the customers and birthdates of the customers. The device may train a machine learning model, with the third-party data and the customer interest data, to generate a trained machine learning model. The device may receive, from a user device, data identifying a location and a birthdate of a particular customer of a particular merchant, wherein the particular merchant is one of the merchants, and may process the data identifying the location and the birthdate of the particular customer, with the trained machine learning model, to determine a predicted interest of the particular customer. The device may perform one or more actions based on the interest of the particular customer.