There is an emerging market in the collection of physiological data for analysis and presentation to end-users via web technologies for applications including health and fitness, telemedicine and self-tracking. As technology has improved, real-time streaming of physiological data, providing end-to-end user feedback has become feasible, allowing for innovative applications to be developed. Currently, there is no standardised method of collecting physiological data over the web for analysis and feedback to an end-user in real-time; existing platforms only support specific devices and application domains. This paper proposes a generic methodology and architecture for the collection, analysis and presentation of physiological data. It defines a standard method of encapsulating data from heterogeneous sensors, performing transformations on it and analysing it. The approach is evaluated through an implementation of the architecture using cloud computing technologies and an appropriate case study.