Migrate from Naviga to HubSpot

Naviga subscriber records map directly to HubSpot contacts. Each subscriber becomes one contact record with email, name, phone, and address properties. Subscription status and publication associations are preserved as custom properties and association labels in HubSpot. We also preserve the original subscriber create timestamp and source system ID as custom properties for audit trails and delta‑run de‑duplication.

Each Naviga publication title maps to a HubSpot company record. Publication name becomes the Company Name; website and circulation data become custom properties. Subscriber counts and circulation figures are stored as numeric custom fields for reporting parity. If the publication has multiple regional editions, each edition can be stored as a separate line item under the company or as additional custom properties to preserve granularity.

Naviga advertiser organizations map to HubSpot company records. Advertiser name, industry classification, and billing contact details transfer as company properties. Multiple advertising contacts per advertiser can be associated via the Company record. We also capture the advertiser's primary contact email and any custom classification fields such as tier or segment, storing them as custom properties for segmentation and routing.

Naviga advertising orders become HubSpot deals. Ad Order amount maps to Deal amount; contract start and end dates inform the close date and forecast period. Pipeline and stage are determined by order status (proposal, booked, active, invoiced, closed) mapped to HubSpot deal stages.

Active subscriptions merge into HubSpot as a contact record plus a recurring deal or line item representing the subscription revenue stream. Subscription tier and billing frequency inform deal properties and product line items. We also map the subscription start and end dates to custom date properties on the contact, and preserve the original subscription identifier for future delta loads.

Naviga article and content metadata (headline, author, section, publication date, word count) does not have a direct HubSpot equivalent. We create a HubSpot custom object called Content_Record with these properties so editorial and engagement data is preserved for reference. This custom object can be linked to contacts or companies for future content‑performance analysis.

Historical subscription status transitions (active, lapsed, cancelled, churned) are captured as HubSpot engagement notes with timestamps on the contact record. The current status becomes a lifecycle-like custom property on the contact. We also log each transition in a custom date property for each status change, enabling time‑based reporting on subscriber retention and churn rates.

Individual ad placements within a Naviga advertising order map to HubSpot line items attached to the parent deal. Placement type (banner, classified, insert), dimensions, and rate are preserved as line item properties. We also capture the placement start and end dates as custom properties on the line item, and store the original placement ID for reconciliation during delta imports.

Naviga advertising contacts (buyer, agency, billing) map to HubSpot contacts associated with the advertiser company. The contact's role in the ad transaction is stored as a custom property for segmentation. We also preserve the contact's direct phone number and any secondary email addresses as additional custom properties, ensuring full communication details are available in HubSpot for follow‑up activities.

Naviga engagement events (email opens, click-throughs, renewal offers viewed) are translated into HubSpot engagement notes on the contact record. Original event timestamps and campaign names are preserved in the note body. We also tag each note with a custom property indicating the event type, enabling filtering and reporting on engagement metrics across campaigns.

Naviga's configurable extra metadata fields (industry classification, reader segment, advertiser tier) are created as HubSpot custom contact and company properties. Field type (text, number, date, select) is matched to the equivalent HubSpot property type. We also document the mapping of each field in the data dictionary, including any default values or pick‑list options, to ensure consistent data entry post‑migration.

Naviga circulation figures and print run data are publisher-level metrics without a natural HubSpot CRM equivalent. We preserve this data as custom numeric properties on the Publication company record for reporting continuity. We also create a custom date property to record the period (e.g., month/year) for each circulation figure, allowing trend analysis over time within HubSpot reports.