This presentation explores the challenges and evolution in data and technology, emphasizing the growth of data sources, user concurrency, and distributed ownership. It delves into the strategic significance of a unified analytics tier to enable a Phase 2 of virtualization. Key components like an Entitlement Service, Data Catalog(s), MALT, and Data Contracts are discussed and what has been learned forcing those technologies and patterns to also evolve. This presentation underscores the importance of aligning with business outcomes, tracking the influence on Total Cost of Ownership (TCO), and establishing or improving a governance strategy as the organization matures.