1. A computer implemented method for generating a customer risk assessment score, the computer implemented method comprising: parsing dynamic data associated with a customer to identify patterns of events, wherein the dynamic data comprises data elements that are changing in real-time while the customer is shopping in a retail facility, wherein the data elements comprise customer behavior data and responses of the customer to items in the retail facility viewed by the customer; analyzing, by a processor, the patterns of events to identify risk assessment factors for the customer, wherein the risk assessment factors include a speed at which the potential customer is walking, a determination that the customer is loitering or pacing, and a determination that the potential customer is carrying a bag; dynamically performing a risk assessment analysis using the risk assessment factors for the customer to generate a risk assessment score for the customer while the customer is shopping in the retail facility, wherein the risk assessment score indicates a potential risk of shoplifting posed by the customer to the retail facility; ranking the customer based on the risk assessment factors; responsive to a determination that the risk assessment score is less than an lower threshold score, identifying the customer as a highly desirable customer and initiating aggressive marketing incentives targeted to the customer wherein initiating the aggressive marketing incentives further comprises notifying an employee associated with the retail facility to assist the customer; and responsive to the risk assessment score indicating that the customer is the undesirable customer, initiating aggressive marketing disincentives targeted to the undesirable customer, wherein the aggressive marketing disincentives comprise creating a negative ambiance in an area of the retail facility associated with the customer.