A solution for managing data received from multiple sources is provided. In particular, when conflicting data values are received from multiple sources for a data element, a conflict rule is used to determine the main data value for the data element, which is subsequently stored for use. The conflict rule can define any automatic, semi-automatic, or manual procedure for resolving the conflict. The conflict rule, or an identifier thereof, can be stored with each data value and the main data value for the data element.