Integration magnifies the data model
Connecting systems does not automatically create a single customer view. If email, account, lead and opportunity mean different things in each platform, synchronisation can multiply duplicates and overwrite valuable history faster.
Define the purpose of the integration and the decisions it should improve. Clarify record types, system of record, identifiers, matching rules, update direction, conflict handling and which fields should never be overwritten.
Design an event and identity contract
Preserve original acquisition context and append meaningful lifecycle events instead of replacing source with the latest visit. Standardise campaign values and consent states so records remain interpretable outside one advertising platform.
Choose events the receiving system can act on: accepted lead, purchase, renewal, product interest or unsubscribe, for example. Document payload, timing, ownership, retry and deletion behaviour for each connection.
- Name the source of truth for each field.
- Create matching and duplicate rules.
- Standardise campaign and lifecycle values.
- Monitor failures and reconcile counts.
Release in small, observable stages
Release one journey or source at a time and reconcile counts between systems. Monitor failed deliveries, unexpected null values, duplicates and sudden changes in source distribution.
Create data-quality owners and regular exception reviews. An integration remains a product that needs monitoring and change control, not a one-time cable between two vendors.