The use of multiple logical data models to expose a data storage system. Each logical data model may expose the data storage system using a semantic mapping set that maps sets of entities or attributes of the respective logical data model to corresponding sets of entities or attributes of the physical data model or perhaps directly to the data storage system itself. Each logical data model might serve a different vertical, and have a particular modelling notation selected by the logical data model provider. The mapping may also translate different logical modelling notations into a common logical modelling notation for use in communicating with the physical data model. The system may account for the lifecycle of the logical data model including birth or retirement of logical data model entities, and merging or splitting of logical data models.