A computer implemented method, apparatus, and computer usable program product for generating a customer risk assessment score. In one embodiment, the process parses dynamic data associated with a customer to identify patterns of events. The dynamic data comprises metadata describing an appearance and behavior of the customer. The patterns of events are analyzed to identify risk assessment factors for the customer. A risk assessment analysis is dynamically performed using the risk assessment factors for the customer to generate a risk assessment score for the customer while the customer is shopping in a retail facility. The risk assessment score indicates a potential risk posed by the customer to the retail facility.