1. A method comprising: accessing, by executing an instruction with a processor, descriptors in metadata that is descriptive of a first item and of a second item, the descriptors and metadata corresponding to a metadata model that organizes the descriptors into multiple tiers of the metadata model, the descriptors including a first descriptor of the first item and a second descriptor of the second item; accessing, from a database communicatively coupled to the processor, the metadata model that organizes the descriptors into the multiple tiers; creating, by executing an instruction with the processor, a group of descriptors by grouping the accessed first and second descriptors into the group of descriptors based on the accessed first and second descriptors being both represented in a same tier among the multiple tiers of the accessed metadata model that corresponds to the first and second descriptors; accessing, via a device of a user communicatively coupled to the processor via a network, biometric data including a heart rate of the user; determining, by executing an instruction with the processor, a first activity in which the user is engaged based on contextual data that correlates the first item and the second item with multiple locations of the user and the biometric data of the user received from the device of the user via the network; generating, by executing an instruction with the processor, a user profile based on the first activity of the user and the created group of descriptors into which the first and second descriptors were grouped based on the first and second descriptors being both represented in the same tier among the multiple tiers of the accessed metadata model that corresponds to the first and second descriptors; storing the group within the user profile as corresponding to the first activity determined based on the multiple locations and the biometric data of the user; and recommending, by executing an instruction with the processor and in response to a second activity of the user matching the first activity associated with the group within the user profile, a third item based on the user profile, the user profile generated based on the created group of descriptors into which the first and second descriptors were grouped, the grouping performed based on the first and second descriptors being both represented in the same tier among the multiple tiers of the accessed metadata model.