It is widely accepted that in order to avoid data swamps you need metadata tags in your data lake. As the demand for business wide client and regulatory views increase,  demands are also increasing  with regard to operationalising the data lake itself. In this session you will see how NoSQL technologies are ideally suited to tackling this challenge. Approaches will be shown which iteratively define new entities for individual business lines, empower downstream consumers, and operationalise of the data lake itself.