Abstract: Normalized data models are programmatically generated from a combination of product configuration model data, product configuration engine runtime validation, normalized data mappings, and settings files declaring the scope of model content. A master model generation process effectively transforms conventional configuration data into normalized configuration data. The normalized configuration data allows a user to, for example, conduct comparative product configurations. In one embodiment, a normalized model generation process generates normalized data model representing attributes and normalized features of a product. In one embodiment, the normalized configuration data model is then added to in-memory data structures used during runtime contextual configuration analysis, thus reducing the total number of data items preserved as efficiencies result from eliminating duplication and effective use of search structures.