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Through the Standardize page, you can review similar column values and standardize them to values that you specify.

For example, master data on customers and products may use different names for the same product. For the Web team, the product may be called, "ACME Cookies Chocolate Chip," while the data from the Accounting team refers to this product as, "Cookies - Choc Chip." Through the Standardize page, you can normalize these values to a single consistent value for easier consumption downstream.