Disclosed are methods and apparatus for matching sets of text to objects are disclosed. In accordance with one embodiment, a set of text is obtained. For instance, the set of text may include a review. A numerical value is determined for each of a plurality of objects, where the numerical value indicates a likelihood that the corresponding one of the plurality of objects is a subject of the set of text. Each of the plurality of objects has an object type defined by a set of one or more attributes, each of the set of one or more attributes having associated therewith a corresponding set of one or more parameters, wherein the numerical value is determined using the set of text and a value of each of the set of one or more parameters for each of the set of one or more attributes. One of the plurality of objects that is most likely to be the subject of the set of text is identified based upon the numerical value that has been determined for each of the plurality of objects.