According to an embodiment of the present invention, a computer-implemented method of cleansing data is provided that comprises determining a criticality score and a complexity score for identified attributes of an enterprise, wherein the criticality score represents a relevance of an attribute to one or more enterprise dimensions and the complexity score represents complexity of cleansing data for an attribute. The identified attributes for data cleansing based on the criticality and complexity scores are prioritized, and data of the identified attributes is cleansed in accordance with priority of the identified attributes. Embodiments further include a system, apparatus and computer readable media to cleanse data in substantially the same manner as described above.