1. A computer-implemented method of automated standardization of distinct non-standard names in a transactions processing database to associate said distinct non-standard names with standard names of particular entities, comprising: identifying features of a distinct name that are non-standard features of a standard name of an entity stored in said database, the non-standard features creating ambiguity between the distinct name and the standard name, and creating a characteristic feature set for said distinct name containing said identified non-standard features; processing said distinct name using a regular expression rule selected based upon the characteristic feature set of said distinct name to cleanse said distinct name by removing the non-standard features of the characteristic feature set from the distinct name to convert the distinct name to a standard name format; comparing the standard name format to standard names of entities in the database to determine possible matches; and identifying based upon said comparing the distinct name as corresponding to the standard name of the entity.