Patent attributes
Architectures and techniques are described related to identifying merchants associated with information obtained from a number of sources and storing portions of the information in data elements related to the merchants. The information may be provided in a structured format that enables the service provider to associate certain information with a particular merchant or in an unstructured format. The service provider may analyze the information received from the sources to determine whether the information includes any merchant identifying information. When the service provider identifies a merchant based on the merchant identifying information, the service provider may extract additional portions of the information received (e.g. merchant reviews, merchant attributes, etc.) and store those additional portions of information in the data element of the merchant. The service provider may utilize the information obtained about merchants for one or more applications, such as directory services, identifying affinities between merchants, and the like.