Data models are a key part of the modern digital analytics stack. They allow you to build upon event-level data and interpret it through shared business rules. The models you create will evolve with you as your business changes and the organisation becomes more sophisticated with its data.
Modelling out your pageviews to incorporate page pings so that you get an accurate time spent metric attached to the pageview.
One of the powerful features of Snowplow is the ability to build a custom data model encapsulating your business rules.