Increasingly large amounts of data are stored in main memory of data center servers. However, DRAM-based memory is an important consumer of energy and is unlikely to scale in the future. Various byte-addressable non-volatile memory (NVM) technologies promise high density and near-zero static energy, however they suffer from increased la-tency and increased dynamic energy consumption. This paper proposes to leverage a hybrid memory architecture , consisting of both DRAM and NVM, by novel, application-level data management policies that decide to place data on DRAM vs. NVM. We analyze modern column-oriented and key-value data stores and demonstrate the feasibility of application-level data management. Cycle-accurate simulation confirms that our methodology reduces the energy with least performance degradation as compared to the current state-of-the-art hardware or OS approaches. Moreover , we utilize our techniques to apportion DRAM and NVM memory sizes for these workloads.