Apparatus and method for data management in a memory, such as but not limited to a flash memory array. In accordance with some embodiments, a plurality of data sets in a memory are identified as having a common data content and different physical addresses in the memory. A selected one of the data sets is marked as valid data and the remaining data sets are marked as stale data responsive to evaluation of at least one variable parameter associated with the physical addresses at which the data sets are respectively stored.