The system described herein can automatically match, link, or otherwise associate electronic activities with one or more node profiles. For an electronic activity that is eligible or qualifies to be matched with one or more node profiles, the system can selectively apply rules to match the electronic activity to a subset of the one or more node profiles based on values of fields extracted from the electronic activity and values of the node profiles. The system can then store an association between the electronic activity and the subset of the one or more node profiles.