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Normalize email at capture so [email protected], [email protected], and [email protected] all resolve to the same person, before they become three records
Emit a server-set first-party identifier the brand controls, so the customer can be recognized after Safari ITP, third-party cookie deprecation, and the next round of browser changes still to come
Standardize phone formats across every capture point so SMS reaches the whole file, not just the records that happened to be entered cleanly