1. A method, comprising: receiving, in a computing apparatus, a plurality of sets of itemized data, wherein each respective set of the itemized data includes a plurality of data fields containing an item description of a product purchased by a customer from a merchant; performing, by the computing apparatus, natural language processing on item descriptions in the itemized data; classifying, by the computing apparatus, items described by the item descriptions into item tiers based on the natural language processing; and generating, by the computing apparatus, profiles of merchants and profiles of customers based at least in part on the item tiers classified from the natural language processing of the itemized data, wherein the merchants and the customers are identified in the itemized data.