Exabytes of data are created everyday based on the generated user information over Internet. Social networks, mobile devices, emails, blogs, videos, banking transactions and others, are now establishing a new digital channel between the brands and their audiences. Powerful tools are needed to store and explore this daily expanding data, in order to submit an easy and reliable processing of user information. Traditional modeling tools face their limits in this challenge, as the information keeps growing in volume and variety. That can be handled only by non-relational data models. From 10 years, document oriented data model is shaking up the standard relation data model. We will present in this paper an evaluation of this model using a set of predefined criteria