This report from EMA examines how the world of data management is evolving, and the importance of data models in that evolution. In the past, data management consisted of well-groomed data ingested into structured databases consistent with operational support or prescribed analytical data models. Online applications and social media have changed the concept of speed of delivery for data and have introduced new users, including business and non-technical users who are interested in data. Mobile apps and connective devices altered the notions of how data is collected and transmitted. GPS, sensor and other types of machine-to-machine data sources disrupted the perception of what data should or could look like. Moreover, with cloud infrastructure implementation timeframes measured in weeks, not months, both business and Information Technology (IT) stakeholders have changed the way they think about data management projects, and in particular how data models and business and technical metadata are addressed.