A standardized data model (“SDM”) includes standardized data types that indicate classifications of data elements. In a data service platform, such as a marketing data platform, a data standardization module classifies received data elements. One or more components included in the data standardization module are trained using supervised or unsupervised learning techniques to classify received data elements into a standardized data type included in the SDM. In some cases, an output of an unsupervised learning phase is provided as an input to a supervised learning phase. In some cases, a classified data element is modified by the data standardization module to indicate the standardized data type into which the data element is classified.