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Centralizing Data Normalization with Clay for Form Submissions

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Hey there! I'm working on cleansing form submissions using Clay and normalizing the submitted data to match the standardized dropdown values we use in our CRM. Ideally, I’d like to maintain a single source of truth for these standardized values—whether that’s a Google Sheet, a table inside Clay, or another tool. This would be a reference I can continuously update over time. Here’s how I envision the process:

1.
A user submits a form—for example, entering “USA” as the country.
2.
Clay looks up this raw input against the centralized list (e.g., “USA” → “United States”).
3.
The normalized value (“United States”) is returned into the Clay table.
4.
AI is used to intelligently match and standardize the submission based on the reference values.

While I'm not fixed on using Google Sheets, I’d like this setup to support multiple Clay tables, since we’ll need to normalize a variety of fields beyond just “country” (e.g., job titles, industries, etc.). So, I’m hoping we can establish a single, centralized lookup source for these normalized values that Clay can reference during enrichment. Let me know what you think or if you’ve seen this done well elsewhere 🙏

4 comments

Channeled
APP
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Clay is designed to act as a central data cleanroom, allowing you to route all incoming data through a single, clean data warehouse—Clay itself—before syncing with your CRM. You can use Clay’s native normalization tools to standardize values like countries, job titles, and industries across multiple tables, ensuring consistency and preventing duplicates. For more complex normalization (such as mapping “USA” to “United States”), you can experiment with AI formulas or use built-in functions for efficiency. These tools are credit-free and can be applied to various fields, not just company names. Would you like guidance on setting up a reference table within Clay or integrating an external source like Google Sheets for your standardized values?
Sources: Intro to CRM Data Enrichment [CRM Enrichment] - Clay University Data Cleaning + Normalization [Clay 101] - Clay University Normalize and Deduplicate a List with Clay
Nick R.
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Bo (.
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You can absolutely do this directly in Clay without relying on Google Sheets. Here’s a simple setup: 1. Create a centralized table in Clay that holds your standardized values (e.g., “USA” → “United States”). 2. In your form submission table, use ChatGPT to help normalize raw inputs like country names, job titles, etc. 3. Then use Write to Other Table to send those entries to your centralized table, continuously updating it. 4. From there, you can run Lookups across any Clay table to pull in the correct, standardized values. This keeps everything within Clay, scales easily, and avoids external dependencies. Let me know if you want help getting it set up.
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Nick R.
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Thanks Bo! This is gr8