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How to Normalize or Cleanse Data (Doc ID 2035396.1)

Last updated on OCTOBER 17, 2019

Applies to:

Oracle Eloqua Marketing Cloud Service - Version 9 and later
Information in this document applies to any platform.


The purpose of this document is to show how to efficiently normalize data. This means changing fields with different values to instead show the same value. For example, some fields may have been populated via form submission and may contain different spellings for the same intended information (e.g. Tuesday/Tues/TU).

This cleansing process makes segmentation and decisions easier and more accurate because they will not exclude intended results. For example, the segment filter contact field "Preferred Meeting Day" equals "Tuesday", contacts whose value in that field is set to "Tues" or "TU", would not be included.

As an example:

Before normalization, the contact field "Preferred Meeting Day" includes the following values:

After normalization, the field only contains the following value:

  • To see which values a field contains, refer to the Eloqua Help Center product documentation Viewing contact field population details.
  • A maximum of 1000 results can be returned via the method above. If the field contains more than 1000 values, create a segment with a filter on the field and export the results.



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