About Data Tuning

Every time you either manually input, import or migrate data that is an email address or a phone number, APSIS One performs two essential operations that benefit faster and more accurate retrieval of data.

These two operations are the normalisation and validation of email addresses and phone numbers, otherwise referred to as data tuning in APSIS One.

When does it happen?

On search: When you search for Profiles in Audience with an email address or a phone number, your search query is normalized and validated before searching for the Profiles.

Creating or Updating: When you create or update Profiles with the File Import Wizard, APSIS One APIs, Migration Wizard or Integrations, email addresses and phone numbers are normalized and validated before populating or updating Profiles.


APSIS One normalizes email addresses and phone numbers as a part of its data tuning process.

Normalisation is performed with two simple steps:

  1. Trim any surrounding white space.

  2. Tailor or tune:

    - Email addresses are made lower-case.
    - Phone numbers are reformatted to the E.164 format, using libphonenumber.

It is important to understand that we will potentially modify the data you import into APSIS One, on the prerequisite that this data is not in the required format.

The purpose of normalisation is to ensure email addresses and phone numbers exist in the format required to be used by APSIS One's different activities.


Plain and simple: After an email address or a phone number is normalised, we check if they're valid.

For email addresses:

We support RFC2282 except for folding white space and comments, escape sequences, quoted strings and the syntax marked as obsolete.

We also support Unicode extensions defined in RFC5198.

For phone numbers:

APSIS One validates with libphonenumber.

Did this answer your question?