Migrate from Devi to Mailchimp

Devi's G2 review corpus implies a lead record concept derived from social media high-intent detection, but the underlying data model (fields, types, required attributes) is unconfirmed. We treat Devi's lead export as a flat record set to be mapped into Mailchimp Contacts. The customer's account representative or Devi support must provide a schema document or sample export before field mapping begins. The only required Mailchimp field is an email address; all other attributes map to merge fields on the Contact.

If Devi exports a contact record with name and email, those map directly to Mailchimp EMAIL, FNAME, and LNAME merge fields. Mailchimp requires lowercase email addresses at import; we normalize casing and validate format before submission. Any additional fields (phone, company, social handle) map to custom merge fields typed appropriately (PHONE, TEXT, TEXT respectively).

Mailchimp does not have a standalone Company or Account object. Company affiliation stored in Devi maps to a COMPANY merge field on the Contact record. If the customer requires company-level segmentation or reporting in Mailchimp, we recommend using Tags or Groups to simulate an account structure.

Devi's consent and opt-in data maps to Mailchimp's OPTIN_TYPE and HasOptedOutOfEmail flags. If Devi exports unsubscribed contacts, we import them to a suppression list rather than as active subscribers. Double opt-in confirmation status from Devi translates to a pending member status in Mailchimp if the customer uses double opt-in.

If Devi exports tags or labels attached to contact records, those map directly to Mailchimp Tags. Tags are flat string labels in Mailchimp; they do not require pre-configuration before import. We recommend the customer review tag names during scoping to collapse any redundant labels before migration.

If Devi maintains named segments or audience cohorts, we map those to Mailchimp Groups within the target Audience. Groups require pre-configuration in Mailchimp before import because Group names must match exactly. We document the segment-to-group mapping during scoping and configure Groups in the destination Audience before migration begins.

Devi's implied engagement data (social media interactions that triggered lead scoring) does not have a direct Mailchimp equivalent because Mailchimp tracks email engagement (opens, clicks), not social media engagement. We flag this mapping gap during discovery and recommend either preserving engagement scores as a custom merge field or discarding them if Mailchimp's engagement model is a better fit for the customer's future reporting needs.

Devi's custom field system is unconfirmed. Any Devi custom properties exported by the customer must be declared during discovery so we can create corresponding merge fields in Mailchimp before import. Merge field types (TEXT, NUMBER, DATE, PHONE, ADDRESS) are set at creation and cannot be changed after data is imported; type selection is a scoping decision, not a migration-step decision.