Dealing with data doesn't only require a data store, it requires an infrastructure. At SimpleReach, we have 5 data storage layers to service all of our data needs. These range from high volume, high velocity data ingestion with real-time analytics to ad-hoc style historical analysis with search capabilities. To communicate effectively between applications, data stores sit behind a service architecture for consistent data access patterns and failover/redundancy. This talk is a story of how we came to this architecture and some of the lessons we learned along the way.