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Data Tuning in APSIS One's API
Data Tuning in APSIS One's API
Rikke Søndergaard avatar
Written by Rikke Søndergaard
Updated over a week ago

About Data Tuning in the APSIS One API

Data tuning in APSIS One refers to the two operations normalisation and validation of email addresses and phone numbers.

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

This article describes how these processes come into play when working with the APSIS One API.


The APSIS One API normalises and validates request parameters that are email addresses or phone numbers. The most relevant examples include:

  • Profile keys for Email and Mobile keyspaces

  • Default email and phone number Attributes

  • Consent addresses


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

Create or Update:

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.


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.

Only the normalized values are stored in APSIS One and never the originals.


After an email address or a phone number is normalised, APSIS One checks 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.

The APSIS One API returns the following error whenever an email address or phone number does not meet the standard set by our normalization process.

  "status": 400,
  "status_code": 400,
  "title": "Bad Request",
  "message": "Email address invalid@email is invalid"

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