Migrate from Optimove to Nutshell

Optimove's central Customer record maps to Nutshell Person. The CustomerID becomes a custom field nutshell_customer_id__c for reconciliation. All standard and custom Customer Attributes (subject to the 50-attribute ceiling audit) map to Nutshell Person custom fields. The Customer's email address is used as the dedupe key during import. If Optimove stores a first_name and last_name separately, we concatenate; if it stores a full name field, we parse it. Birth dates and other date fields migrate as Nutshell Date custom fields.

If Optimove maintains a separate Company or Account record linked to Customer, we map it to Nutshell Company. The company name maps to Nutshell's name field, domain to Website, and any custom company attributes to Nutshell Company custom fields. Nutshell's Person-Company relationship is resolved by matching the company's domain on the Person record at import time. If Optimove does not have a separate Company object, we extract company data from Customer attributes (company name field) and create Nutshell Company records during migration.

Optimove's 50-attribute ceiling applies across real-time API, batch ingestion, and custom attributes combined. We audit existing attribute counts during discovery and flag any overflow risk. Attributes that fit within the limit migrate to Nutshell Person or Company custom fields of the equivalent type (text, number, date, currency, dropdown). Optimove attributes added via API can only be updated via UpdateCustomerAttributes, not batch data, which affects how we sequence delta updates post-migration. Attributes exceeding the ceiling are held in a migration worklist for the customer to select which to prioritize.

Optimove Lifecycle Stages (such as New, Active, At Risk, Lapsed) map to a Nutshell Person custom field lifecycle_stage__c of type dropdown. Historical stage transitions from Optimove's Migration Explorer export migrate as separate activity or timeline entries in Nutshell attached to the Person record. The stage names are preserved exactly as they appear in Optimove; the customer renames them in Nutshell post-migration if desired.

Optimove Target Groups are dynamic customer segments built from attribute rules. We export the customer membership list for each Target Group and create a corresponding Nutshell List. Complex nested rules cannot be migrated as active filters; we document the rule logic in a written segment inventory so the customer's admin can recreate the dynamic filters in Nutshell using its filter and list-building tools. Static membership lists migrate directly.

Optimove's proprietary OptiGenie AI next-best-action recommendations and predictive model scores do not have standard equivalents in Nutshell. We export the raw numerical scores (where accessible via Data Share) into a Nutshell Person custom field predictive_score__c as a read-only reference. The underlying model logic, confidence intervals, and recalibration mechanisms cannot migrate. Customers relying heavily on predictive features should plan for a model-rebuilding period in Nutshell using third-party tools or the customer's own data science resources.

Optimove campaign metadata including name, type, channels (email, SMS, push), and scheduling migrates to Nutshell Campaign records. Campaign audience size and status (active, paused, archived) are preserved. The visual journey canvas and automation orchestration rules cannot export as portable artifacts; we document the campaign structure and trigger logic in a written campaign inventory for manual recreation in Nutshell. Nutshell does not have native multi-channel orchestration across SMS and push, so channel-specific campaigns may need to be split into separate Nutshell Campaigns per channel.

Optimove historical campaign performance data (sends, opens, clicks, conversions) linked to CustomerID migrates to Nutshell Activity records (Tasks of type Email) attached to the Person. Each engagement event becomes a separate Activity with the campaign name, engagement type (open, click, conversion), and timestamp. Control group membership assignments migrate as a custom field control_group__c on the Person record. This data supports post-migration ROI analysis but Nutshell does not have a native campaign analytics dashboard comparable to Optimove's reporting views.

Optimove structures data by customer network and brand, each potentially having independent database schemas. We identify all separate networks during discovery and map each to either a separate Nutshell workspace (if the customer has multiple Nutshell accounts) or to a brand_custom_field on Company records. Schema differences between networks within the same tenant may require separate mapping workstreams and are flagged during discovery. Nutshell's standard plans do not support multi-workspace management; this requires either multiple Nutshell accounts or a single-workspace brand-tagging strategy.

Optimove user accounts and roles can be listed via the platform admin interface. We export the user list and map them to Nutshell User accounts by email address. Optimove role permissions and access levels require manual recreation in Nutshell as Optimove's permission model is proprietary. The customer provisions Nutshell User accounts before migration and we resolve Owner assignments during import by matching to the User email.