Embodiments are directed to monitoring network traffic to determine users and assets based on the network traffic. A user role model may assign a user role and provide a role confidence score for the users based on network traffic associated with the users. An asset model may assign an asset type and provide an asset confidence score the assets based on network traffic associated with the assets. The users may be associated with assets based on the network traffic. The role confidence scores provided for the users may be modified based on the asset type assigned to assets associated with the users. The asset confidence score provided for the assets may be modified based on the user role assigned to the users associated with the assets. A report that includes information about the user roles and the asset types may be provided.