> ## Documentation Index > Fetch the complete documentation index at: https://docs.zeotap.com/llms.txt > Use this file to discover all available pages before exploring further. # Data Lifecycle > In Zeotap, the data you gather can range from profiles and purchases to actions, behaviours, campaigns, products, consents and even non-customer entity data. This diverse data enriches user profiles dynamically, providing a holistic view of your audience. However, time-series data such as events, campaigns and non-customer entity data can lose relevance over time, paving the way for Data Lifecycle Management. Data Lifecycle is a systematic cleanup process that ensures your data in the system stays relevant and actionable. You can use this capability to create/define rules for deleting [Customer data](/articles/unify-customer/customer-data) and [Non-Customer Entity (NCE)](/articles/unify-customer/non-customer-entity-data) records from a source when it becomes obsolete due to various reasons. For example, consider a scenario where a company routinely gathers data from third-party vendors concerning product feedback. Over time, certain feedback may become outdated or irrelevant, particularly if it relates to discontinued products or resolved issues. By utilising the Data Lifecycle, administrators can establish rules to automatically delete obsolete records from the system, thereby ensuring the retention of only current and actionable information. **Note:** The deletion process is irreversible. Ensure all necessary precautions are taken before triggering the deletion rule.