Centralizing Data Normalization with Clay for Form Submissions

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 🙏

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