Migrate from Ometria to Microsoft Dynamics 365 Sales

Ometria Contact records split into a Dynamics 365 Account (the organization or household) and a Contact (the individual profile). The Ometria Contact's primary email becomes the Contact Email field; the name fields map directly. Any loyalty ID, VIP flag, or lifecycle stage custom properties migrate to custom fields on Contact. We resolve the Account-Contact parent relationship by matching organization name or domain; if no parent Account exists we create one during migration. The original Ometria contact ID is preserved in a custom field ometria_contact_id__c for audit and cross-reference.

Ometria Company records map directly to Dynamics 365 Account. Company name becomes Account Name; domain becomes Website; address fields map to the primary Address composite. Ometria store associations on a Company record are preserved as custom fields or as related Account records if the customer uses a multi-location Account hierarchy.

Ometria Order records (purchase history, revenue attribution, and order status) map to Dynamics 365 Opportunity. The order total becomes the Opportunity Amount; order date becomes CloseDate; order status maps to StageName with Closed Won or Closed Lost assigned based on the Ometria fulfillment state. Note that Ometria revenue figures may differ from Google Analytics by 15-20% due to different visit-counting and attribution models; we validate totals against Ometria's native reports rather than external analytics during reconciliation.

Ometria dynamic segments are rule-based groups that update automatically. Microsoft Dynamics 365 Sales has no native equivalent to Ometria segments. We export segment membership lists (CSV/XLSX) and create static Marketing Lists in Dynamics for each Ometria segment. For ongoing segment refresh, we document the segment logic and recommend rebuilding the dynamic behavior as a Power Automate flow or as a Dataverse query that the customer's admin configures post-migration.

Ometria Lifecycle Programs are multi-step campaign journeys triggered by events or timing rules. Microsoft Dynamics 365 Sales has Sales Sequences for rep-level cadence management (tasks, emails, phone calls) but no native campaign-journey automation. We export the full program structure including steps, triggers, delays, and conditional branches and deliver it as a written document for the customer's admin to rebuild using Dynamics Sales Sequences or Dynamics 365 Marketing customer journeys. The automation logic does not migrate as executable code.

Ometria broadcast campaign history (campaign name, send date, template used, send volume) maps to Dynamics 365 Campaign records. Campaign Member status (Sent, Delivered, Opened, Clicked) is reconstructed from Ometria's sending logs where available. Individual email content does not migrate as templates; we deliver the HTML content as a reference file for the admin to rebuild in Dynamics email templates or to reuse via Power Automate.

Ometria event records (order_placed, page_viewed, email_opened, loyalty_signup, and any custom events) map to Dynamics 365 Activity records. We use custom Task records with an event_type__c field to carry the original event name and event properties as JSON or as individual custom fields. Event timestamps are preserved as Activity Date. Parent lookup resolves to the Contact or Account record via the email or loyalty ID cross-reference. Large event histories require Dynamics Bulk API with chunking and exponential backoff to avoid timeout.

Ometria suppression list contacts migrate as Dynamics 365 Contact records with a custom field suppression_source__c and the opt-out reason captured. If the customer licenses Dynamics 365 Marketing, we apply the suppression list as a Block Set in the Marketing email execution environment. Email opt-in and opt-out preferences migrate to Contact fields HasOptedOutOfEmail and DoubleOptInEmailDate for GDPR and CASL compliance audit.

Ometria Store records represent individual retail locations integrated as data sources. We migrate store profiles as Dynamics 365 Account records with a custom account_type__c = 'Store' field and address, latitude, longitude, and store code preserved as custom fields. Store-level customer associations migrate as Contact-Account relationships.

Ometria custom properties on a Contact profile (VIP flag, lifecycle stage, favorite brand, loyalty tier, average order value) require field-type mapping to Dynamics 365. Text properties become Dynamics text fields; numeric properties become number or currency fields; date properties become date fields. We pre-create the custom fields in Dynamics before migration and map each Ometria property to its Dynamics equivalent, flagging any Ometria property with a non-standard data type for manual resolution during scoping.