A technological approach to management of data lifecycle includes protecting data. Datasets from distinct computing environments of an organization can be scanned to identify data elements subject to protection, such as sensitive data. Data lineage associated with the identified data elements can be determined including relationships amongst other data and linkages between computing environments or systems. The identified elements can be automatically protected based at least in part on the lineage such as by masking, encryption, or tokenization. Further, the datasets can be monitored to create audit trails for interactions with the datasets.