Data do not belong to predictive analytics only. Neither do concepts belong to theoretical modeling only. This talk will explore and question the changing relationships between data and concepts in models today, especially in the case of multiscale models. It will show that there are different types of integrative models, and that some are new. These new integrative models take their part in a cycling methodology of modeling where measures, estimations, reconstructions, simulations, concept-driven models and mathematics interact and take their part too.