Abstract: Aspects of the subject disclosure may include, for example, capturing heterogeneous event data associated with a pool of customers and selecting, based on the heterogenous event data, a set of event labels and a set of customer labels. Some embodiments include constructing, for each of a plurality of customers among the pool of customers, a respective time-ordered event sequence array comprising one or more event information items. Various embodiments include applying a heterogenous event sequence model to generate, based on the respective time-ordered event sequences of the plurality of customers, an ordered series of event pathways and a topic set comprising a plurality of topics representing customer traits. Some embodiments include applying the heterogenous event sequence model to generate a respective topic weight set for each of the plurality of customers. Other embodiments are disclosed.