As the Internet of Things gained momentum for leveraging and offering information access to service-based applications and users, a number of new challenges have been identified in terms of efficiently publishing, subscribing, processing and reacting to events. This work focuses on the challenge of enabling efficient active capability in large, distributed event infrastructures such as so-called 'event marketplaces'. We present a goal-driven, ECAbased hierarchical model, called Situation-Action-Network (SAN) and we implement and evaluate the Event Subscription Recommender (ESR) software that uses SANs in order to produce dynamically new event subscriptions based on detected situations.