1. A computer-readable medium having computer-executable instructions for performing operations comprising: opening an electronic document for editing using a document application associated with the document; identifying a phrase within the document that is associated with a non-document application based on one of a content and a context of the phrase; providing an indication that the phrase is recognized; initiating elements of the non-document application to retrieve additional information based on one of a content and a context of the recognized phrase; creating format instructions for data retrieved from the non-document application based on the recognized phrase and the content of the retrieved data; displaying the retrieved data using a view based on the format instructions when the phrase is selected.