Migrate from Optimove to Twenty CRM

Optimove Customer records map directly to Twenty People. We extract CustomerID as an external ID reference, map standard attributes (name, email, phone, address) to their Twenty equivalents, and preserve all custom attributes as Twenty custom fields created under Settings -> Data Model before import. Lifecycle Stage assignment is preserved as a custom select field on People rather than as a native equivalent, since Twenty does not have a native lifecycle stage concept.

Optimove's 50-attribute limit means we audit current attribute usage during discovery. Any attributes approaching or exceeding the limit are flagged, and the customer decides which attributes to prioritize for migration. Each Optimove custom attribute maps to a corresponding Twenty custom field created before import. Attributes not migrated due to overflow are inventoried and delivered as a field creation checklist for post-migration setup.

Optimove Lifecycle Stage assignments transfer as a custom select field on Twenty People. Historical stage transitions (migration patterns from Migration Explorer) export as a separate custom object or linked table in Twenty, preserving the historical stage history that informs retention analysis. This avoids losing the behavioral pattern data while acknowledging Twenty's different modeling approach.

Optimove Target Groups are dynamic customer segments built from attribute rules. We export the customer membership list (customer IDs in each Target Group) and create Twenty filtered Views that reproduce the segment logic using the migrated custom field values. Complex nested rules with multiple levels of AND/OR conditions may not translate directly into Twenty's View filter builder and are flagged for manual recreation or simplified equivalents.

Optimove's OptiGenie AI predictive scores transfer as read-only custom number fields on Twenty People. These are historical values from Optimove's modeling engine and cannot be recalculated in Twenty without a replacement data science pipeline. We flag these fields as deprecated in the field inventory and recommend rebuilding predictive scoring using Twenty's API in combination with an external analytics or BI tool. The raw scores themselves are preserved for comparison purposes during the transition period.

Optimove Campaign records (name, type, channels, schedule, audience size) map to Twenty Opportunity records, with campaign type and channel mapped to custom Opportunity fields. This is a pragmatic substitution because Twenty has no native Campaign object equivalent to HubSpot or Salesforce. Campaign performance metrics (sends, opens, clicks, conversions) migrate as a linked custom object or as Note attachments on the related Opportunity record.

Historical campaign performance data including sends, opens, clicks, conversions, and control group metrics link to the People records via CustomerID resolution. We create a Campaign Results custom object in Twenty that stores aggregated engagement metrics keyed to the campaign name, with raw engagement events stored as Notes linked to the People record for individual attribution.

Optimove Control Group membership assignments migrate as a custom select field on People or as tags, preserving the ability to calculate campaign ROI post-migration. Control group percentage and assignment date migrate as additional fields on the custom object so that campaign analysts can recompute lift metrics in Twenty.

Optimove's multi-brand architecture with separate customer databases per network requires separate mapping workstreams for each network. If Twenty is self-hosted with a single instance, we map each Optimove network to a distinct top-level Company record hierarchy or to separate workspace roles and company ownership scopes. If the customer deploys multiple Twenty instances, each network maps to its own deployment. Network identification happens during discovery before any data moves.

Optimove does not expose a documented Custom Objects API, but customer-defined data structures stored as Customer-level attributes migrate to Twenty Custom Objects with equivalent field schemas. We pre-create the Custom Object and all its custom fields in Twenty's Settings -> Data Model before importing any data, following Twenty's requirement that fields exist before import.

Optimove user accounts and roles listed via the admin interface map to Twenty Workspace Members. Role and permission sets require manual recreation in Twenty because Optimove's permission model is proprietary. We export the user list including email addresses, names, and role assignments as a written handoff document for the Twenty admin.

Optimove is a data and orchestration platform, not a content management system. Media assets used in campaigns reside in connected ESPs or content tools, not in Optimove itself. We do not migrate media assets and flag the connected systems (email platform, SMS provider, content library) for the customer to update post-migration with any new integration endpoints.