This content was presented during the Smart Data Summit Dubai 2015 in the UAE on May 25, 2015, by Jesus Barrasa, Senior Solutions Architect at Denodo Technologies. In the era of Big Data, IoT, Cloud and Social Media, Information Architects are forced to rethink how to tackle data management and integration in the enterprise. Traditional approaches based on data replication and rigid information models lack the flexibility to deal with this new hybrid reality. New data sources and an increasing variety of consuming applications, like mobile apps and SaaS, add more complexity to the problem of delivering the right data, in the right format, and at the right time to the business. Data Virtualization emerges in this new scenario as the key enabler of agile, maintainable and future-proof data architectures.