In an era dominated by information technology, the critical discipline of data management remains undervalued compared to the innovations it enables, such as artificial intelligence and social media. The ambiguity surrounding what constitutes data management and its associated activities complicates efforts to explain its importance and ensure data are collected, stored and used in a way that maximizes value and avoids failures. This paper aims to address these shortcomings by presenting a simple framework for understanding data management, referred to as MAGIC. MAGIC encompasses five key activities: Modeling, Acquisition, Governance, Infrastructuring, and Consumption support tasks. By delineating these components, the MAGIC framework provides a clear, accessible approach to data management that can be used for teaching, research and practice.