Systems and methods are disclosed herein for generating a normalized record from an import record, the normalized record having attribute-value pairs corresponding to a native schema. In import records, a plurality of attribute-value are identified each having an attribute label not found in a native schema. One or more attribute labels in the native schema having as possible values one or more values corresponding to the values of the plurality of attribute-value pairs are also identified. The computer system generates one or more normalization rules relating one or more attribute labels of the plurality of attribute-value pairs to at least a portion of the one or more attribute labels in the native schema. Normalization rules may be validated by crowdsourcing. Normalization rules may be applied by identifying implicated rules by classifying the import record and identifying rules applicable to the classification.