Architecture Roadmap to Migrate from Dotdigital to Microsoft Dynamics Marketing (Insights)

Summary

This post details my journey for a project when a client asked for a platform migration from Dotdigital to Microsoft Dynamics 365 Marketing and Customer Engagement. I’ve summarised the list of steps carried out with the Dotdigital supplier.

Dotdigital to Dynamics Migration

The platform migration involves four phases; Discover & Assessment, Preparation and Configuration, Migration & Testing and finally Go Live. I’ve outlined the draft plan I created that went through many revisions before we got it right.

Phase 1: Discovery and Assessment

  • Inputs:
    • Existing documentation on Dotdigital and Dynamics 365 functionalities.
    • Access to Dotdigital and Dynamics 365 systems for technical review.
  • Tasks:
    • Conduct a comprehensive technical review of Dotdigital.
    • Create a mapping document for Dotdigital functionalities to Dynamics 365 equivalents.
    • Analyse and plan the data architecture alignment and transformation.
    • Conduct a compliance and security review.
    • Evaluate costing, feature mapping, and necessary licenses.
  • Outputs:
    • Technical assessment report.
    • Requirements mapping document.
    • Data transformation plan.
    • Compliance audit report.
    • Costing and licensing plan.

Phase 2: Preparation and Configuration

  • Inputs:
    • Outputs from Phase 1.
    • Dynamics 365 tenant access.
  • Tasks:
    • Provision Dynamics 365 tenant and set up environments.
    • Customize the data model to accommodate Dotdigital data.
    • Define data quality rules and select/develop migration tools.
    • Design a security model with role-based access control.
    • Convert Dotdigital email templates to Dynamics 365.
    • Replicate marketing automation logic.
    • Develop segmentation and targeting strategy.
    • Define a lead scoring model (if applicable).
    • Design Dynamics 365 reports and analytics.
    • Plan integration with third-party systems.
  • Outputs:
    • Configured Dynamics 365 tenant with appropriate environments.
    • Customized data model.
    • Data quality and migration toolkit.
    • Security model documentation.
    • Converted email templates.
    • Automation workflow designs.
    • Segmentation strategy.
    • Lead scoring model.
    • Reporting and analytics framework.
    • Integration strategy.

Phase 3: Migration and Testing

  • Inputs:
    • Outputs from Phase 2.
    • Cleansed and transformed data ready for migration.
  • Tasks:
    • Set up a dedicated staging environment in Dynamics 365.
    • Execute data cleansing and transformation processes.
    • Perform incremental test migrations.
    • Test custom API integrations.
    • Verify marketing automation workflows.
    • Test email deliverability and compliance.
    • Conduct User Acceptance Testing (UAT).
    • Perform data reconciliation and audit.
  • Outputs:
    • Staging environment ready for final testing.
    • Completed data cleansing and transformation.
    • Test migration results.
    • Integration test reports.
    • Automation verification results.
    • Email deliverability report.
    • UAT feedback and adjustments.
    • Data reconciliation report.

Phase 4: Go-Live and Support

  • Inputs:
    • Outputs from Phase 3.
    • Finalized cutover plan.
  • Tasks:
    • Develop and execute a detailed cutover plan.
    • Migrate production data to Dynamics 365.
    • Decommission Dotdigital system following data retention policies.
    • Monitor system performance and user activities post-launch.
    • Deliver training and documentation for users.
    • Implement a feedback loop for continuous improvement.
    • Evaluate success against defined KPIs.
  • Outputs:
    • Successful system cutover to Dynamics 365.
    • Production environment with migrated data.
    • Decommissioning report.
    • Performance monitoring reports and feedback compilation.
    • Training materials and user adoption reports.
    • Continuous improvement plan.
    • Success evaluation report.

Platform Migration Check List

This summary outlines the main tasks to be completed in each phase of the migration plan, as well as the necessary inputs to begin each phase and the expected outputs upon completion.

PhaseTaskDescriptionStatus (✓/✗)
Phase 1: Discovery and Assessment
Dotdigital Technical AssessmentConduct a comprehensive technical review of Dotdigital, including account structure, API integrations, custom connector usage, automation programs, template designs, and reporting.
Dynamics 365 Requirements MappingCreate a detailed mapping document outlining Dotdigital functionalities and their Dynamics 365 equivalents, prioritizing features, identifying gaps, and suggesting enhancements.
Data Architecture Alignment & Transformation PlanAnalyse Dotdigital’s data schema and Dynamics 365’s Common Data Model to develop a detailed data transformation plan.
Compliance and Security ReviewConduct a compliance audit against GDPR, CCPA, and other regulations, developing a data governance plan.
Costing, Feature Mapping, and LicensesEvaluate the cost implications of the migration, map critical features between systems, and assess required licenses for Dynamics 365.
Phase 2: Preparation and Configuration
Tenant Provisioning & Environment SetupProvision your Dynamics 365 tenant and establish development, testing, and production environments.
Data Model CustomizationExtend or create custom entities in Dynamics 365 to accommodate Dotdigital-specific data.
Data Quality & Migration ToolingDefine data quality rules and select/develop tools for data cleansing and transformation.
Security Model & Access ControlDesign a role-based security model with granular permissions for data access and compliance.
Email Template ConversionConvert Dotdigital email templates to Dynamics 365, ensuring brand consistency.
Marketing Automation DesignReplicate Dotdigital’s automation logic in Dynamics 365 workflows.
Segmentation & TargetingDevelop a segmentation strategy in Dynamics 365, mapping Dotdigital segments for advanced targeting.
Lead Scoring Model (if applicable)Define a lead scoring model in Dynamics 365 based on Dotdigital data.
Reporting & AnalyticsDesign reports and dashboards in Dynamics 365, leveraging Power BI for advanced analytics.
Integration PlanningDevelop an integration strategy for third-party systems, using native connectors or custom APIs.
Phase 3: Migration and Testing
Staging Environment SetupCreate a dedicated staging environment in Dynamics 365 for testing.
Data Cleansing & TransformationExecute data cleansing and transformation processes, preparing data for Dynamics 365.
Incremental Test MigrationsPerform iterative test migrations to validate data mapping and entity relationships.
API Integration TestingTest custom API integrations for seamless data flow and synchronization.
Automation VerificationThoroughly test marketing automation workflows for accuracy and functionality.
Email Deliverability & ComplianceTest email sending from Dynamics 365, optimizing for deliverability and compliance.
User Acceptance Testing (UAT)Develop UAT scenarios, involve key users, and gather feedback on functionality.
Data Reconciliation & AuditPerform a final audit to ensure data completeness and accuracy in Dynamics 365.
Phase 4: Go-Live and Support
Change Management & Cutover PlanningDevelop a cutover plan, coordinate with IT, and prepare a rollback strategy.
Production Data MigrationExecute full-scale data migration, monitor progress, and address issues.
DecommissioningDecommission Dotdigital following data retention policies and archival procedures.
Launch Monitoring & SupportEstablish a support channel and monitor system performance and user activities.
User Training & AdoptionDeliver training, provide documentation, and support to drive Dynamics 365 adoption.
Optimization & IterateImplement a feedback loop for continuous process improvement and system optimization.
Success EvaluationDefine and track KPIs to measure ROI and leverage Dynamics 365 capabilities fully.