Data normalization
Standardizing data formats (case, accents, phone numbers, company names) so records become comparable and usable.
Normalization puts everything in one format: phones in E.164, names in clean case, fixed accents, harmonized job titles. It is invisible but essential: without it deduplication fails and cross-source matching breaks.
It often includes fixing common source-file errors: swapped first/last name, broken encoding, junk characters. Quality enrichment normalizes before it acts.
Related terms
To go further, read our B2B data enrichment guide or try the free email verifier.
From theory to practice
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