How Contact Name Normalization works?

Name analysis relies on the standard Contact.Name field

Normalization Strategies

Name normalization is modular and configurable. Each strategy can be set independently, and multiple strategies can be combined for robust normalization. The main strategies are:

• Casing Strategy

• Character Strategy

• Spacing Strategy

• Block Removal Strategy

Each strategy is described below, with possible values and examples.

Casing Strategy (default: "identity")

Specifies how the casing of the name should be normalized.

Value	Description	Example Input	Example Output
identity	No changes to the casing.	Jean	Jean
uppercase	Converts all characters to uppercase.	jean	JEAN
lowercase	Converts all characters to lowercase.	Jean	jean
capitalize	Capitalizes the first letter of each word.	jean smith	Jean Smith
name	Capitalizes the first letter of each word and handles name particles.	jean mcdoNALD	Jean McDonald

Character Strategy (default: "identity")

Defines the strategy for character validation and filtering.

Value	Description	Example Input	Example Output
identity	No changes to the characters.	Je1an-朙-李@#.	Je1an-朙-李@#.
latin-name	Keeps only Latin alphabet (with accents) and valid name punctuation. Removes symbols, numbers, emojis, etc.	Je1an-朙.#️⃣	Jean-
universal-name	Keeps all alphabets (Latin, Cyrillic, Chinese, etc.) and valid name punctuation. Removes symbols, numbers, emojis.	Je1an-朙-李.#️⃣	Jean-朙-李

Spacing Strategy (default: "identity")

Specifies how spacing should be normalized in the name.

Value	Description	Example Input	Example Output
identity	No changes to spacing.	Jean	Jean
trim	Trims leading and trailing spaces.	" Jean "	"Jean"
normalize	Replaces multiple spaces with a single space.	" Jean Smith "	" Jean Smith "
clean	Combines both trim and normalize.	" Jean Smith "	"Jean Smith"

Block Removal Strategy (default: "identity")

Defines how blocks of text (such as titles, text within parentheses, or text after a comma) should be removed.

Value	Description	Example Input	Example Output
identity	No block removal.	Dr. Jean Smith (Ph.D), France	Dr. Jean Smith (Ph.D), France
remove	Removes titles, text within parentheses, and text after a comma.	Dr. Jean Smith (Ph.D), France	Jean Smith

Combining Strategies

You can combine any of the above strategies to achieve the desired normalization. For example, to strongly normalize a name, you might use:

• casing_strategy = "name"

• char_strategy = "latin-name"

• spacing_strategy = "clean"

• block_removal_strategy = "remove"

Examples

Casing Strategy

• uppercase: jean → JEAN

• capitalize: jean smith → Jean Smith

• name: jean mcdoNALD → Jean McDonald

Character Strategy

• latin-name: Je1an-朙.#️⃣ → Jean-

• universal-name: Je1an-朙-李.#️⃣ → Jean-朙-李

Spacing Strategy

• trim: " Jean " → "Jean"

• normalize: " Jean Smith " → " Jean Smith "

• clean: " Jean Smith " → "Jean Smith"

Block Removal Strategy

• remove: Dr. Jean Smith (Ph.D), France → Jean Smith