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In a vlog earlier this year, I spoke of the concept of "Y" and how data protection must evolve toward data availability and data management. Regarding the latter, it is time for organizations, and vendors, to take a more sophisticated approach to managing their data. To get the maximum benefit from this important resource, I suggest using what I call the good, better and best approaches to strategic data management. Good. Keep data for as long as it's needed. This may sound fundamental, but many organizations only hold data for six months or a year. As such, they may not be able to roll back their data as far as needed when the situation requires it, for example, when told to retrieve historical data during an e-discovery event or regulatory audit. Some organizations also don't protect data frequently enough -- perhaps only once or twice per week -- which can result in more data loss than is tolerable when recovering from a malware attack or other corruption event. One vendor refers to this as the "protection gap" between what ...