Standardise countries, states, industries and job titles
Data Normalization Studio reads the values your records actually hold and proposes one spelling for each, field by field. You choose the standard once, tick the mappings you agree with, review the records they touch, and write. What reaches each tool and what stays inside MarqIQ is set out in Which tools the write reaches, below.
Before you start
You need one tool connected and synced. Unlike Customer 360 and Duplicates, this screen works record by record, so records with no email address are included.
Take care
Writing changes records in your live tools. Agree the standard with whoever owns those tools first. Nothing is written until you confirm on the review.
Set your standard first
Every suggestion below the panel is produced from these settings. Change them and the suggestions are recalculated.
Open Intelligence Cloud and click Normalization.
Choose Full name or ISO code under Country representation.
Full name gives United States and United Kingdom. ISO code gives US and GB. Salesforce state and country picklists usually want full names. Marketo instances often standardise on codes. Match whatever your CRM validates against, or the write is rejected.
Choose Full name or 2-letter code under State / province representation.
Full names give California and Ontario, codes give CA and ON. US states and Canadian provinces only.
Switch off any rule you do not want, under What gets normalized.
Ten rules, all on to begin with: Country, State / Region, Industry, Job Titles, Phone → E.164, Name Casing, Company Cleanup, Website, Email Casing and Clear Junk Values. A rule you switch off stops producing suggestions everywhere in MarqIQ, not only on this page.
Click Save & recompute.
The button reads Saved once there is nothing outstanding. The suggestion list rebuilds underneath.
| Rule | What it changes |
|---|---|
| Country | One representation per country, in the format you chose |
| State / Region | US states and Canadian provinces, in the format you chose |
| Industry | Free-text industries mapped to a standard taxonomy |
| Job Titles | Abbreviations expanded, casing fixed, acronyms kept |
| Phone → E.164 | Reformatted using the record's own country — never a guessed country code |
| Name Casing | ALL-CAPS and all-lowercase names cased properly. Mixed-case names are left alone |
| Company Cleanup | Whitespace, trailing punctuation and ALL-CAPS removed |
| Website | Reduced to the bare host, without the protocol, www. or any path |
| Email Casing | Lowercased where the address was written with capitals |
| Clear Junk Values | Placeholder text such as N/A, - and none is emptied |
The ten rules and what each one does.
Note
A suggestion appears only where the new value differs from the old one. A field that is already correct produces nothing, which is why a healthy field can be missing from the list entirely.
Which property each rule reads
MarqIQ looks for a fixed set of property names per field. Case, spaces, underscores and hyphens are ignored, so MailingCountry also matches mailing_country. Where one record holds two of them, the first one in the order below that holds a value is the one read, and the correction is written back to that same property. A value held under a name that is nothing like these is invisible here, and that is the usual reason a field you know is messy produces no suggestions at all.
| Field | Properties read |
|---|---|
| Country | country, Country, country_region, hs_country_region_code, MailingCountry |
| State / Region | state, State, region, MailingState, hs_state_code |
| Industry | industry, Industry, company_industry |
| Job Titles | the job title MarqIQ syncs, then jobTitle, jobtitle, Title, job_title |
| Phone → E.164 | phone, mobilephone, hs_calculated_phone_number, hs_calculated_mobile_number, mobile, phone_number, MobilePhone, Phone, hs_whatsapp_phone_number |
| Website | website, Website, company_website, domain, company_domain |
Name Casing, Company Cleanup and Email Casing read the first name, last name, company and email MarqIQ syncs, not a property list.
Review the mappings
Below the standards sits one card per field, ordered by how many records the field affects.
Read the blue banner at the top of the list.
It reads how many records hold a value that does not match your standards, out of the records analysed, and across how many fields. It ends with the number of mappings currently ticked.
Read the chips under that sentence to see how each source tool contributes.
One chip per tool, reading affected records out of that tool's records. Where MarqIQ cannot write every change back to that tool, the chip also reads how many of the changes are writable. Start with the tool whose ratio is highest; that is where most of the mappings below come from.
Untick any mapping you disagree with.
Each row reads old value, arrow, new value, and the number of records it covers. A placeholder value shows cleared — placeholder value in place of a new value, because emptying it is the correction.
Click Deselect all on a field card to drop that whole field.
The checkbox in the card header does the same thing, and the control reads Select all once any mapping in that field is unticked. Everything starts ticked. The counter on the right reads how many are ticked out of every mapping the field has, followed by the number of records the field affects.
Take care
Each field card lists at most 50 mappings, the ones covering the most records first, and says so beside the counter when the field has more. Write the 50 and the next 50 take their place.
You accept or reject a mapping. You cannot type a different replacement value, and you cannot add a mapping of your own for a value MarqIQ did not propose. Where you need a value MarqIQ does not produce, change it in your CRM.
Review the records, then write
Plan required
Writing is on Enterprise and Partner. A workspace on another plan can open it once, for 7 days, on a feature trial that only a workspace admin can start. On Pro and Business you can set the standard, read every mapping and review the records either way. Choose to write without the plan or the trial, and the page says which plan includes it and changes nothing.
Click Review N selected.
That number counts mappings, not records. A single mapping can cover thousands of records. Nothing is written by this step.
Read the line at the top of Review before writing.
It gives the number of changes, the number of records they sit on, how many of those records MarqIQ can write to, and the split per tool.
Read any amber line under it.
Each one is a group of changes that will not be written, with the reason: a tool MarqIQ writes no values to, a Salesforce contact's company, or a value held in a property MarqIQ does not write.
Untick any record you do not want changed.
Every writable record arrives ticked. Each line shows the tool, the person, and each value with its replacement. A change marked not written stays as it is in the tool.
Click Write N records and confirm.
Read the result.
It gives four counts, tool by tool, and they add up to the values sent: written; refused by the tool (it answered no, and its reason is printed in plain words, each reason once with how many values it stopped); not answered (sent, and no answer or an error of the tool's own came back, so the value may have been written: run it again, and the same value is sent again unchanged); and not sent (the tool is not connected, its sign-in failed, or the run reached its time limit first). The list underneath rebuilds on its own, so what was written is gone from it.
Note
The review lists the first 300 records, writable ones first. Leaving them all ticked writes every writable record, not only the 300. One run writes to at most 500 records; the result says how many are waiting, and you review and write again for the next 500.
How to tell in your tool which records MarqIQ wrote to
MarqIQ stamps the records it writes, where it can. On a HubSpot contact it sets two properties in a property group named MarqIQ: Updated by, which reads MarqIQ, and Last MarqIQ update, which reads the time, the feature and the fields changed. MarqIQ creates both for itself on the first write, so do not add them by hand. Filter a HubSpot list on Updated by to see the contacts a standardising or enrichment write reached. A change set and the first-touch backfill do not fill it. Where MarqIQ cannot create those two properties in your portal, the values are still written and the record is not stamped.
The Salesforce stamp field is yours to create
A Salesforce record is stamped when a MarqIQ_Last_Update__c field exists on it. MarqIQ never creates that field. Your admin adds it once, at Setup then Object Manager, on both Lead and Contact: a Text field of length 255, API name MarqIQ_Last_Update__c, visible to the profile your Salesforce connection uses. Until it exists the values are still written and the records are not stamped. Salesforce shows the connected user under Last Modified By either way. For the current steps, search "create a custom field" at help.salesforce.com.
Which tools the write reaches
The same list is printed on Sync & Governance, under What MarqIQ can write back, for the tools your workspace holds records from.
| Tool | Fields written |
|---|---|
| HubSpot | First name, last name, company, job title, phone, country, state, industry, website |
| Marketo Engage | First name, last name, company, job title, phone, country, state, industry, website |
| Salesforce, a lead | First name, last name, company, job title, phone, country, state, industry, website |
| Salesforce, a contact | First name, last name, job title, phone, mailing country, mailing state |
| Every other synced tool | None. The changes are listed so they can be made in the tool |
What each connected tool accepts today.
- A value is corrected in the property it was read from. A phone number held in the mobile phone field is corrected there, not copied into the main phone field.
- On a Salesforce contact the company, industry and website belong to the account, so MarqIQ does not write them on the contact.
- A Salesforce record is only writable once MarqIQ knows whether it is a lead or a contact, which the sync records.
- An email address is never rewritten. It is what your tools match people on.
- A value held in a calculated or read-only property, such as HubSpot's country and region code, is listed and not written.
If it did not work
A red line says writing is part of another plan
Why: Writing normalised values into a tool is on Enterprise and Partner, or on a 7-day feature trial. Reviewing is on Pro and above, which is why the review opened.
Fix: Read Choose a plan and track your usage against its limits to see what your workspace includes. Until then, use the review as a worklist and correct the values in the tool.
The result says nothing was written
Why: Nothing you ticked had somewhere to go. The lines under the result give the reason for each group of changes: a tool MarqIQ writes no values to, or a field it does not write on that tool.
Fix: Read those lines, then the table above. Change those values in the tool itself.
A mapping you wrote is still on the list
Why: Some of the records holding that value sit in a tool MarqIQ writes no values to, or in a property it does not write, so only part of the mapping was written.
Fix: Read the mapping's record count. A smaller count than before means the rest are in a place MarqIQ does not write. Click Review again: the amber lines name the reason.
A country still shows forty spellings after you wrote
Why: Either the Country rule is switched off under What gets normalized, or the country is held in a property MarqIQ is not reading on those records.
Fix: Switch Country on and click Save & recompute. If the list is still short, read the property list above and confirm which property carries country on that tool. Where it is held under a name that is nothing like those, change it in the tool or move it into one of them.
The screen says everything matches your standards, and you know it does not
Why: Either the rules for those fields are switched off, or focus filters have narrowed the work to a slice that happens to be clean.
Fix: Check the ten rules under What gets normalized. Then open Overview, click Edit focus filters and then Clear all, and come back. Clear all saves and closes on its own.
The result prints a message from HubSpot, Salesforce or Marketo
Why: The tool refused the write. A value outside a picklist, a read-only field and a permission your connection does not hold all produce this.
Fix: Read which field the message names. For a dropdown or picklist, match the format the tool expects and change Country representation or State / province representation to suit, then review and write again. For a permission, check that the connected user can edit that field.
The result says Salesforce did not accept the saved sign-in
Why: The connection to Salesforce has expired and could not be renewed.
Fix: Open Connected tools and reconnect Salesforce, then review and write again.
A value you want to keep is being offered for clearing
Why: Clear Junk Values empties placeholder text such as N/A, NA, none, unknown and test. A short real value such as NO, which is Norway, is not treated as a placeholder.
Fix: Untick that mapping so it is never written. Switch Clear Junk Values off if your records legitimately hold such values.
A job title was changed to something you would not have chosen
Why: Titles are expanded and cased by rule, not per workspace, and there is no way to edit a proposed value here.
Fix: Untick that mapping so it is never written, and set the title you want in your tool. Switch Job Titles off entirely if the rule does not suit your titles.
Next steps
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