As marketers, we're drowning in data from various sources, including CRM systems, marketing automation, billing, and social media tools. This data is siloed and comes in different formats, making it challenging to track down answers to simple questions like "who are your best customers." The complexity of these questions requires pulling data from multiple sources, organizing it, and running queries that join data from files in many formats. To address this challenge, companies have developed a "track it now, deal with it later" mentality, relying on cloud object storage services like Amazon S3 to store the data, while tools like CHAOSSEARCH aim to make sense of it by using machine learning to automatically organize and group the data, providing fast insights without requiring extensive analytics scaffolding.