Methods and apparatus for evaluating collected data relating to online activity, and modification of services within a service provider network. In one embodiment, a service provider collects data relating to the online activity of users of third-party services and correlates the data with subscribers of the service provider to generate useful products and analytics (e.g., classifications, behavioral models, etc.) containing information relating to the subscribers' online activity. The generated products may be used to determine whether and how to modify services provided to individual subscribers, exported for use by third parties, or for other purposes.