1. A data storage system comprising: memory; at least one processor in data communication with the memory; and a deduplication director component executable by the at least one processor and configured to: receive data for storage on the data storage system; analyze the data to determine whether or not the data is suitable for deduplication; when it is determined that the data is suitable for deduplication, determine which deduplication process is suitable for the data from at least one of summary-based deduplication and content-based deduplication; and store, in a common object store, at least one of the data and a reference to duplicate data stored in the common object store.