Demographics for data are determined. A compression ratio (“CR”) is determined for each of a plurality of compression techniques. CR is a size of the data before compression divided into a predicted size of the data after compression. The predicted size of the data after compression is determined as a function of the determined demographics. An access efficiency of each of the compression techniques is determined as a function of the determined demographics. The compression techniques are ranked by CR and access efficiency. A compression technique is selected based on the ranking. The data is compressed using the selected compression technique. The compressed data is stored.