Data re-use across documents

Techniques for managing data include receiving, at a data store, a persistent data object generated by a source application, the object configured to be compatible with a plurality of applications and document types. The object is associated with a unique identifier. In response to a request for the object, the object is accessed based on its unique identifier and sent to a computing device executing a destination application. The object is incorporated by and is compatible with a destination document being edited by the destination application. An update to the object is received that is generated by a user application editing a user document. In response to receiving an indication that the object has been inserted in the destination document, the update is sent by the data store to the destination computing device and is usable to update the object as incorporated in the destination document.