An approach is described for identifying an entity associated with a communication in an online environment. An associated system may include a processor and a memory storing an application program, which, when executed on the processor, performs an operation. The operation may include receiving a communication within the online environment. The communication may include a plurality of sequential messages. The operation further may include facilitating parsing, via natural language processing, of language in the communication corresponding to an entity and one or more sentiments associated with the entity. The operation further may include determining whether the entity is unambiguously identifiable. Upon determining that the entity is not unambiguously identifiable, the operation may include identifying the entity based upon Bayesian inference. According to an embodiment, determining whether the entity is unambiguously identifiable may include determining whether the entity is among a plurality of participants in the communication.