Methods, computer readable media, and devices for dynamically identifying and associating disparate records are disclosed. One method may include receiving a first set of association criteria, identifying a first source object and a first target object based on the first set of association criteria, creating a first association object indicating an association between the first source object and the first target object, storing the first association object, receiving a second set of association criteria, identifying a second source object and a second target object based on the second set of association criteria, and creating a second association object.