Migrate from Optimove to monday CRM

Discovery and attribute audit

We audit the Optimove tenant across account structure (single or multi-brand), Customer count per network, custom attribute counts (against the 50-attribute ceiling), Target Group definitions, Lifecycle Stage matrix, campaign list, and Data Share export availability. We pair this with a Monday.com CRM workspace design session: how many Workspaces are needed, how many boards per Workspace, and which Monday.com CRM plan (Standard or Pro) is required for the migration's custom column and automation scope. The discovery output is a written migration scope document with an explicit attribute prioritization list for any customer exceeding Monday.com's practical column limits.

Data export via Optimove Data Share and API

We extract data from Optimove using Data Share SQL views for historical metrics and Lifecycle Stage transitions, the Customers API for real-time profile data, and the campaign metadata export for campaign list. Predictive scores are exported as numerical values per CustomerID. Target Group membership lists are extracted as customer-ID-to-group mappings. Multi-brand accounts receive separate export runs per network database. All exports use CustomerID as the primary join key. We validate row counts against the customer's recorded totals before proceeding to transformation.

Data transformation and schema mapping

We transform exported data into Monday.com CRM-compatible formats: CSV for bulk item creation via Monday.com's API, with column types matched to Monday.com CRM field types (text, date, number, status, email, phone). Lifecycle Stage values are mapped to Status column options. Predictive scores are loaded as read-only number columns with a note in the column description that they are historical reference values. Target Group memberships are loaded as Contact group memberships. Multi-brand data is segmented by Workspace assignment before import begins. We run a deduplication pass against CustomerID to prevent duplicate Contact items.

Workspace and board structure provisioning

We provision Monday.com Workspaces and boards matching the Optimove multi-brand architecture, with one Workspace per customer network. CRM boards are created with Monday.com CRM's native entity types (Contacts, Companies, Deals) plus custom boards for campaign reference data and engagement metrics. Column structures are deployed before any item import to ensure field types are correct and validation rules are in place. Owner assignment uses email matching to the Monday.com team member list; any unresolved owners are flagged for manual provisioning before the next phase.

Sandbox migration and reconciliation

We run a full migration into a Monday.com test Workspace using a sample of production data volume (typically 10-20 percent of total records). The customer's operations lead reconciles record counts and spot-checks 25-50 Contact items against the Optimove source for attribute accuracy, correct Lifecycle Stage assignment, and predictive score preservation. Any mapping corrections are applied to the transformation scripts before the production migration begins. This step is required for multi-brand accounts to validate that the correct Workspace scoping is working across all networks.

Production migration in dependency order

We run production migration in record dependency order: Companies first (if used), then Contacts with Lifecycle Stage assignments and predictive scores, then Target Group memberships as Contact groups, then campaign metadata boards, then engagement metrics as custom columns on Contact items. Each phase emits a row-count reconciliation report. We use Monday.com's API with rate-limit handling and exponential backoff to manage import speed without triggering throttling. During the production migration window, no new records are created in Optimove to avoid delta gaps.

Cutover, validation, and automation rebuild handoff

We freeze Optimove writes at cutover, run a final delta migration of any records modified during the migration window, then enable Monday.com CRM as the system of record. We deliver the campaign metadata inventory, the Predictive Score reference note, and the automation rebuild inventory to the customer's admin team. We support a one-week hypercare window to resolve any reconciliation issues. We do not rebuild Optimove journey logic as Monday.com automations inside the migration scope; that is a separate engagement requiring a journey mapping workshop.