Processing semi-structured data

A computer readable storage medium encoded with a computer program, the program comprising instructions that when executed by one or more computers cause the one or more computers to perform operations comprising:

• receiving semi-structured data, a value of the semi-structured data being associated with a key;
• identifying a structured data collection, the structured data collection being associated with a category and having a plurality of attributes;
• obtaining at least one of historical data associated with the plurality of attributes or additional data associated with a user of the computing system;
• mapping the key to an attribute of the plurality of attributes based on at least one of the historical data or the additional data;
• and
• storing the value in a cell of a data record of the structured data collection, the cell being associated with the attribute that was mapped to the key.

A system of one or more computers configured to perform operations comprising:

• receiving semi-structured data, a value of the semi-structured data being associated with a key;
• identifying a structured data collection, the structured data collection being associated with a category and having a plurality of attributes;
• obtaining at least one of historical data associated with the plurality of attributes or additional data associated with a user of the computing system;
• mapping the key to an attribute of the plurality of attributes based on at least one of the historical data or the additional data;
• and
• storing the value in a cell of a data record of the structured data collection, the cell being associated with the attribute that was mapped to the key.