1. An apparatus, comprising: a processing node coupled to a display to publish at least one stored back end data model accessible to a user interface and a development environment; and an analysis module to couple to the processing node, the analysis module to receive a configuration context, to generate derived model attributes by filtering back end data attributes associated with the at least one stored back end data model according to the configuration context, and to derive a set of mapping rules based on the derived model attributes, the mapping rules to transform an end-user request into a transformed request that communicates directly with the at least one stored back end data model.