1. A computer implemented method for optimizing loss leader merchandizing, the computer implemented method comprising: parsing, using one or more processors, first event data to identify first physical patterns of customer behavior, wherein the first event data is derived from a continuous video stream captured at a retail facility; determining, through cross correlation, gaps in situation awareness, requiring installation of a new sensor different than the continuous video stream to increase situation awareness; installing said new sensor different than the continuous video stream; parsing, using one or more processors, second event data to identify second physical patterns of customer behavior, wherein the second event data is based on information taken by the new sensor; cross correlating, using the one or more processors, the first event data and the second event data to form second physical patterns of customer behavior different than the first physical patterns of behavior; associating, using the one or more processors, the second physical patterns of customer behavior with customer profile data to form dynamic customer profiles; analyzing, using the one or more processors, the dynamic customer profiles to identify types of customers; and presenting, on a display that receives data from the one or more processors, to customers of a selected customer type, marketing incentives for a set of loss leader items, wherein the set of loss leader items are selected based on the dynamic profiles, and wherein the set of loss leader items comprise retail items that are given away or sold at or below cost.