Normalized country data improves reporting because it ensures that all of the data for a specific country exists in a single country category. You can also enable

Customer 360 for Salesforce

to add the country ISO code to the record. When you enable country name normalization,

Customer 360 for Salesforce

replaces multiple nonstandard names against a single standard name. When you enable country name validation, you cannot enter a country name that does not appear in the international settings. You can also enable

Customer 360 for Salesforce

to validate the country data that a user enters.

For example, if a user enters U.S.A. or United States of America, you can configure

Customer 360 for Salesforce

to replace these terms with USA.

The country ISO code is important for fuzzy matching for the following reasons:

Customer 360 for Salesforce
uses the ISO code as the first two characters of the fuzzy matching segment by default.
You can configure
Customer 360 for Salesforce
to disregard matches if the country codes are not identical.