Data management is a set of activities like acquire, store, manage, share and use data to achieve specific business goals. This data could be first-party, second-party and/or third-party. It is important to understand the value of each of the sources available, with the meaning and purpose attached. Data governance is not about controlling and making it difficult for people. The key is to balance it in such a way that users would trust and benefit from data and not decide to live without it.