Revised 3/25/18
I have written extensively on the three levels of representation and four types of model and I won't repeat it here -- readers can refresh their memory if necessary[1,2]. Everest's comments are at best ambiguous with respect to the levels and models (e.g., by data modeling he means business modeling, and his "business data model" lumps together business model and data model). It is to avoid such ambiguities and the resulting confusion that I recommend the three-fold terminology of conceptual modeling, logical database design and physical implementation, eschewing data modeling[3]. Here I will rely on my earlier writings to address strictly the issue of data modeling in the NoSQL context raised by Everest."To the question How relevant is data modeling in the world of NoSQL? I give the following answer.
The main purpose of data modeling is to understand the business, some application domain, some users world. The model becomes a representation of that world -- the "things" in it, the relationships among those things and any constraints on those things or relationships. A secondary purpose is to build a database to contain information which pertains to and describes that domain."
"Generally we speak of the model coming first, then the implementation, and finally, the data gets collected and stored according to the model. Hence, the business data model should not be concerned with issues of physical stored representation, or the transformations/manipulations/constraints which are imposed to facilitate implementation in some data (storage) management system. That could be a relational DBMS, or a NoSQL tool".
" ... increasingly the data already exists in some form. Which leaves us with the task of figuring out what it means, what it represents -- that is, understanding the data as it represents some user domain. NoSQL tools are often designed to deal with existing data and to process it more efficiently (that may be an oversimplification!). Either way, you must understand the business in order to make sense of the data."
--Gordon Everest, LinkedIn.com