A computer system de-identifies data by selecting one or more attributes of a dataset and determining a set of data de-identification techniques associated with each attribute. Each de-identification technique is evaluated with respect to an impact on data privacy and an impact on data utility based on a series of metrics, and a data de-identification technique is recommended for each attribute based on the evaluation. The dataset is de-identified by applying the de-identification technique that is recommended for each attribute. Embodiments of the present invention further include a method and program product for de-identifying data in substantially the same manner described above.