1. A computer program product embodied on a non-transitory computer readable medium, comprising computer code for: storing, in a database, a plurality of records, each of the records including information relating to a sequence of events occurring over time and involving interactions between a customer and on-line and off-line systems, and each of the records having a plurality of attributes relating to the events and including: an intent, a duration, a customer type, and and an outcome resulting from the sequence of events, the outcome selected from a plurality of outcomes that include a success and a failure; analyzing the records to identify a pattern in the sequences of events that more often than not lead to a certain outcome of the plurality of outcomes; processing, utilizing at least one processor, the attributes of the records having the identified pattern, utilizing machine learning, to: identify which attributes of the records lead to the certain outcome of the plurality of outcomes, and identify values of the identified attributes that lead to the certain outcome of the plurality of outcomes; and adjusting at least one business rule to enable a subsequent different sequence of events for at least one customer, based on the identified values of the identified attributes that lead to the certain outcome of the plurality of outcomes.