What is Data Migration?

Data Migration is the process of transferring data from one system, platform, or storage environment to another. This often occurs during the implementation of new software, the consolidation of systems, or when moving to cloud-based solutions.

Data Migration in the Context of Digital Automation

Within sales and marketing automation, data migration ensures that all customer, lead, and campaign information is accurately transferred into new tools or CRM systems without losing integrity or functionality. A well-executed data migration process supports seamless automation workflows, better analytics, and a consistent customer experience across digital platforms.

Key Considerations in Data Migration

Data Quality: Cleaning and validating data before migration helps prevent errors and duplication.
Mapping & Transformation: Ensuring data fields align correctly between old and new systems.
Security & Compliance: Protecting sensitive customer data during the transfer to meet GDPR and other regulatory standards.
Testing & Validation: Verifying that all data has migrated accurately and that automated processes still function as expected.

Example of Data Migration

A company moving from a legacy CRM to HubSpot or Salesforce must migrate all contact data, sales histories, and marketing lists. Proper data migration allows automated workflows, like lead nurturing, email campaigns, and sales pipelines, to continue without disruption.

Successful data migration is foundational to any digital transformation project. It ensures continuity, maintains data integrity, and enables organisations to take full advantage of automation, AI-driven insights, and modern digital ecosystems.