Unstructured data, often called "Data Lakes," serves businesses looking to expand their reporting and analytics quickly, without the major development costs of a traditional enterprise data warehouse (EDW). This is the company's testing grounds for new data sources. A new source can be brought in and tested alongside other data sets without the long development times. When the business determines a data set to be relevant, those data sets are then developed into the traditional (structured) EDW to ensure formatting, accuracy, speed, and trust.