1. A computer implemented method comprising: receiving at least one standardization table, wherein each standardization table comprises a first column containing a plurality of text representations of a standard text, and a second column containing the standardized text; and upon receiving a database query identifying a standardization function and at least one data value to be converted to a standard value, converting the at least one data value to a standard value by invoking the standardization function within a database engine, wherein the standardization function uses the at least one standardization table and a context of the at least one data value to convert the at least one data value to the standard value.