We have seen a great shift in UI experience with the change of strategy to ‘Mobile First’. Responsive web design is the norm for any website now. Websites adjust the contents and context based on user’s device. But organisations are digging deeper on the context not only from UI but UX(Whole experience) perspective.
They are collecting much more data of their users and the analytics engines are mining that data to provide the best information to its users.
However, if your analytics is simply based on the user’s interactions and not what’s going on around the adjacent vertices in the user’s world then you might be completely missing in providing the context.
Here is a sample search I did on ‘Google’ and ‘Bing’ search engines. The search term was based on the current issue of the depreciating value of British currency ‘Sterling’ due to Brexit.
Thinking Space 
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