Many startups today are built on data and the power of machine learning to ensure that data is used effectively to create personalized user experiences and keep customers satisfied with the product. Spotify's mission is to ensure each of their hundreds of millions of listeners has a personal and unique experience as they explore and enjoy the music they love. Netflix operates similarly, connecting users with a vast library of movies through sophisticated recommendation algorithms. Multiple startups across different sectors are working with various types of data, trying to make user experiences as personalized as possible by connecting their users with the right information at the right time.