Data governance
Know what you collect before you collect it.
Every field you store is a field you have to protect, justify, retain and eventually delete. Data collected "because we might want it later" carries the full cost of protection and none of the value. Before adding a column, ask what product decision depends on it.
- Classify everything. Four tiers is plenty: public, internal, confidential, regulated. Let the tier drive the handling rules so you never decide case by case.
- Write a data inventory. For each element: what it is, why you have it, who owns it, where it lives, how long you keep it, how it dies. A spreadsheet is fine.
- Define retention when you add the field, even if the answer is seven years. Deciding is the point.