I think the point of "no single data model" is that you will have different call patterns for different parts of your data. More, your aggregated data is also

I think the point of "no single data model" is that you will have different call patterns for different parts of your data. More, your aggregated data is also data. Do not think that you can just do the "bare truth" data model and run aggregate queries on demand whenever you want. Instead, consider having aggregate queries run off of what can be seen as a realized view over base data. And schedule this view so that it only has to rollup new data every $period of time. No need to recalculate aggregates that you knew yesterday.