1. A system for matching transaction records to merchant records of a merchant profile database, the transaction records containing transaction data of financial presentation devices that are presentable to a plurality of merchants, the transaction data including merchant identifying data that identifies the merchant for the transaction, the system comprising: a memory storing a plurality of transaction records; a merchant profile database storing a plurality of merchant profile records; and a processor wherein the memory further stores a match logic module executable by the processor and physically configured to: recognize a plurality of format variations for a merchant field value in a merchant field in merchant identifying data contained in a transaction record; determine whether a format of the merchant field value in the merchant field corresponds to one of the recognized format variations wherein the processor is physically configured to: determine whether the merchant field value has all of a merchant name variation, a merchant address variation, a merchant category code (MCC) variation and a merchant phone number variation; normalize the merchant field value in response to determining that the format of the merchant field value in the merchant field corresponds to one of the recognized format variations wherein the processor is physically configured to: determine whether the merchant name variation comprises a known merchant name variation; in response to a positive determination that the merchant name variation comprises a known merchant name variation, execute a related merchant name variation normalization procedure and store a normalized merchant name as part of a normalized field value; and determine whether the merchant address variation comprises a known merchant address variation; in response to a positive determination that the merchant address comprises a known merchant address variation execute a related merchant address variation normalization procedure and store a normalized merchant address as part of a normalized field value; and determine whether the merchant MCC variation comprises a known merchant MCC variation; in response to a positive determination that the MCC variation comprises a known merchant MCC variation execute a related merchant MCC variation normalization procedure and store a normalized MCC as part of a normalized field value; and determine whether the phone number variation comprises a known merchant phone number variation; in response to a positive determination that the phone number comprises a known merchant phone number variation execute a related phone number variation normalization procedure and store a normalized phone number as part of a normalized field value; and match the transaction record to a corresponding merchant profile record in the merchant profile database based at least in part on the normalized field value.