Worldwide globalization increases the complexity of problem solving and decision-making, whatever the endeavor is. This calls for a more accurate and complete understanding of underlying data, processes and events. Data representations have to be as accurate as possible, spanning from the current status of affairs to its past and future statuses, so that it becomes feasible, in particular, to elaborate strategies for the future based on an analysis of past events. Active conceptual modeling is a new framework intended to describe all aspects of a domain. It expands the traditional modeling scope to include, among others, the ability to memorize and use knowledge about the spatial and temporal context of the phenomena of interest, as well as the ability to analyze the same elements under different perspectives. In this paper we show how these advanced modeling features are provided by the MADS conceptual model.