Migrate from Synerise to Nutshell

Synerise Profiles are the primary customer identity object. Standard attributes (email, firstName, lastName, phone) map directly to Nutshell Person fields. Custom profile attributes migrate to Nutshell custom fields on Person. We audit every custom attribute name against Synerise's reserved name registry and flag any that conflict with Nutshell field naming conventions before migration. If a conflict exists, the customer decides whether to rename in Synerise (requiring a data reconciliation) or accept the naming mismatch in Nutshell.

Synerise has no standalone Company object — company data lives as profile attributes or schema records in Brickworks linked via the profile.assigned-to-company event. We extract company identifiers from that event and their associated profile attributes, then create Nutshell Company records before Person import so the Company lookup relationship is satisfied at the moment of Person insert. Any Brickworks schema records representing company data map to custom fields on the Nutshell Company.

Synerise Segments return true/false membership flags per Profile. We export segment membership as boolean or multi-select values and import them as Tags on the corresponding Nutshell Person and Company records. Complex segment rule logic (expression-based conditions, event-count thresholds, time-decay rules) does not transfer — the membership snapshot migrates as a tag, and the customer recreates dynamic segment logic as Nutshell saved filters or CRM lists.

Synerise profile tags are free-form string labels exported as true/false boolean attributes. They map directly to Nutshell tags on Person records. Full tag sets per profile are preserved. If tag counts are very large (hundreds of unique tag values), we recommend a tag consolidation step during scoping to avoid exceeding Nutshell's tag field capacity.

Synerise behavioral events (page.visit, product.view, transaction, custom events) do not have a direct Nutshell equivalent because Nutshell is not a behavioral analytics platform. We transform event history into Activity records on the corresponding Nutshell Person or Company: calls become Tasks with TaskSubtype=Call, meeting-type events become Events, and general behavioral events become Notes or Tasks with event type preserved in a custom activity_type__c field. We merge high-frequency events (e.g., page.visit) into session summaries rather than individual records to prevent ballooning the activity count.

Synerise Transaction records (containing line items, totals, timestamps, and customer references) are a complex object with no direct Nutshell Deal equivalent. We create a Nutshell Deal per transaction or per unique customer transaction set, populate deal value from the transaction total, and attach the transaction line items as Activity notes or a custom line_items__c field. For recurring transactions, we create one Deal per subscription period and link them to the same Person/Company. Transaction events (transaction.paid, transaction.refunded) migrate as Activities on the Deal.

Synerise Catalogs are product/item feeds managed in the Data Modeling Hub, used by AI recommendation models. We export catalog items as a CSV or JSON feed and import them as Nutshell Product records (name, code/SKU, price, description). Note that Nutshell Products are CRM records for line-item tracking in Deals, not a product feed for recommendation engines. If the customer relies on Synerise's visual similarity or personalized recommendation models, those configurations do not migrate — we document the catalog structure and flag that the customer must configure a separate recommendation solution post-migration.

Brickworks schemas are arbitrary record structures used in Synerise for vertical-specific data that doesn't fit the standard Profile or Event model. We export schema field definitions (field names, types, constraints) and recreate them as Nutshell custom fields on the appropriate object (Person, Company, or Deal). Schema-to-object assignment requires scoping review because a single Brickworks schema may cover data that maps to multiple Nutshell objects. We deliver a schema-field map document identifying each schema field and its destination custom field before migration begins.

Synerise Automation Workflows are fire-and-forget workflows with trigger nodes, conditions (Profile Filter), and actions (Send Email, Send SMS, webhook calls). We export workflow definitions as JSON — node graphs, trigger conditions, and action configurations — and deliver them as a written inventory document mapping each workflow to a Nutshell equivalent (Task assignment, Activity logging, or a third-party sales engagement tool). Active workflow state cannot be preserved at cutover because Synerise does not track in-flight workflow status. Time-sensitive workflows (drip sequences, time-decayed offers) will have gaps during the manual re-activation window.

Synerise Campaign definitions (email, SMS, push, WhatsApp) are accessible via the Campaigns API and contain templates, audience rules, and scheduling. We export campaign configurations as JSON and document them for the customer to rebuild in their chosen marketing channel tool. Active campaign sends in progress at cutover are not recoverable; we flag them during scoping so the customer can pause or complete sends before the migration window.