"Elasticsearch has come a long way: Started as a distributed search engine in 2009, it's now the tool of choice for even the largest websites (e.g. Facebook, Github, Ebay). Half-way to 2016 the ELK stack helped it become firmly embedded in many centralised log management systems (e.g. Netflix, Uber). We're now midair in the next step, with the first folks using it for metrics. NASA is using it to monitor the Curiosity rover, Blizzard and Riot to monitor vast online gaming worlds. This talk will focus on what makes this transition from more unstructured to structured data possible. "