In Informatica MDM Hub, you can build and execute cleanse functions that cleanse data. A cleanse function is a function that is applied to a data value in a record to standardize or verify it. For example, if your data has a column for salutation, you could use a cleanse function to standardize all instances of “Doctor” to “Dr.” You can apply cleanse functions successively, or simply assign the output value to a column in the staging table.