A system, method and computer program product for directing data backups with flexible timing of data backups based on the importance of the data and on the dynamic nature of the data content. Specifically, a Data Backup Timing (DBT) utility directs granular data backups by implementing the functions of monitoring data updates, revising data parameter values, and by conducting analyses using data parameter values. The DBT utility manages data back-up by automatically performing a back-up of data based on the following criteria: (1) the changes a data file undergoes; (2) whether a particular field has been modified; and (3) how critical the application data is as determined by the application owner. The DBT utility uses these criteria to provide a well timed data backup decision.