16. A non-transitory computer-readable medium comprising instructions stored thereon that, when executed by one or more computer processors of a mobile computing device, cause the mobile computing device to: receive into a data gathering interface on the mobile computing device, using a sensor of the mobile computing device, a machine readable code attached to a physical object, the machine readable code including data identifying a food item and food label information, the data gathering being separate from an application or website specific to any of a plurality of services; and bind, using a binding rule stored in a database, the food label information to a diet service selected from the plurality of services according to an output of the binding rule, wherein the binding rule identifies the food item and food label information as content category to be bound to the service selected from the plurality of services, wherein the binding includes making the data identifying the food item and food label information accessible to the service selected from the plurality of services.
16. A non-transitory computer-readable medium comprising instructions stored thereon that, when executed by one or more computer processors of a mobile computing device, cause the mobile computing device to: receive into a data gathering interface on the mobile computing device, using a sensor of the mobile computing device, a machine readable code attached to a physical object, the machine readable code including data identifying a food item and food label information, the data gathering being separate from an application or website specific to any of a plurality of services; and bind, using a binding rule stored in a database, the food label information to a diet service selected from the plurality of services according to an output of the binding rule, wherein the binding rule identifies the food item and food label information as content category to be bound to the service selected from the plurality of services, wherein the binding includes making the data identifying the food item and food label information accessible to the service selected from the plurality of services. 20. The non-transitory computer-readable medium of claim 16 , wherein the instructions further cause the mobile device to: scan a second machine readable code attached to a second physical object, the second machine readable code including data identifying exercise equipment; retrieve, using the data identifying the exercise equipment, exercise data corresponding to the exercise equipment; associate the exercise data with the service selected from the plurality of services.