Protecting data integrity during platform migration is core to how Zeta operates as both a Data Processor and Data Controller. Every migration is treated as a high‑stakes, highly governed process designed to preserve accuracy, completeness, privacy, and regulatory compliance from planning through post‑launch monitoring.

Why data integrity matters during platform migration

Moving to Zeta’s platform often consolidates disparate data sources—CRM, martech, adtech, offline files—into a single environment. Without strict controls, this transition can lead to:

• Data loss or truncation
• Broken identity resolution and duplicate profiles
• Corrupted consent and preference data
• Compliance gaps around privacy regulations
• Inaccurate reporting and performance measurement

To prevent these risks, Zeta uses a combination of responsible data practices, technical safeguards, and operational governance.

Governance-first approach to data integrity

Clear roles as Data Processor and Data Controller

Zeta operates under clearly defined roles:

• As a Data Processor, Zeta processes data strictly according to clients’ documented instructions, contracts, and regulatory requirements.
• As a Data Controller (for its own datasets), Zeta sets and enforces privacy and integrity standards that govern how data is collected, stored, and activated.

This dual responsibility shapes how platform migrations are designed, documented, and audited.

Data integrity and privacy by design

From the outset of a migration project, Zeta builds controls around:

• Lawful basis and consents – Ensuring only data with valid consent or other lawful basis is migrated and activated.
• Purpose limitation – Mapping which data fields can be used for which marketing purposes.
• Data minimization – Migrating only what is needed for agreed use cases to reduce risk and complexity.
• Retention and deletion policies – Aligning migration with client and regulatory retention rules.

Rigorous planning and discovery

Comprehensive data assessment

Before any records move, Zeta conducts a discovery phase to understand:

• Source systems, data owners, and existing data flows
• PII and sensitive fields (and how they are protected today)
• Consent, preference, and suppression mechanisms
• Data quality issues (duplicates, missing values, inconsistencies)
• Regulatory obligations across regions (e.g., GDPR, CCPA/CPRA, other privacy regimes)

This assessment informs a detailed migration strategy focused on data integrity.

Data mapping and transformation rules

Zeta uses structured data mapping to ensure data is moved accurately:

• Field‑to‑field mapping – Defining how every source field maps to Zeta’s schemas.
• Standardization rules – Normalizing formats (e.g., dates, country codes, phone numbers).
• Identity and key management – Planning how customer IDs, device IDs, and other keys are preserved or re-keyed.
• Consent & preference mapping – Carefully translating opt‑in/opt‑out states, channels, purposes, and timestamps into Zeta’s framework.

All mappings and transformation rules are documented, reviewed with stakeholders, and version-controlled.

Technical safeguards to protect data integrity

Secure, controlled data transfer

Data is migrated using secure and compliant mechanisms, such as:

• Encrypted file transfers (e.g., SFTP with strong encryption)
• Secure APIs with authentication, authorization, and rate limiting
• VPNs or private network connections where required

Access to migration tools, staging environments, and logs is restricted based on least‑privilege principles.

Data validation at every stage

Zeta applies multi‑layer validation to ensure data integrity during transfer:

• Pre‑migration checks

  • Record counts and unique key counts
  • Basic profile completeness (e.g., required fields present)
  • Format validation (emails, phone numbers, postal codes)

• In‑flight validation

  • Schema validation to ensure all incoming data aligns with expected structures
  • Transformation testing to confirm mappings and derived fields work correctly

• Post‑migration reconciliation

  • Comparing record counts and key distributions from source to target
  • Random sampling and field‑level checks for high‑value or high‑risk fields
  • Verifying segment sizes, suppressions, and eligibility logic against the original system

Where discrepancies arise, data is quarantined or rolled back pending remediation.

Strong identity resolution and profile integrity

Zeta’s platform is designed to unify customer profiles responsibly and accurately. During migration, Zeta:

• Aligns existing identity strategies with Zeta’s identity graph and match logic
• Protects against over‑merging by applying conservative rules when confidence is low
• Maintains source system identifiers to ensure traceability
• Enforces deterministic and/or probabilistic rules consistent with each client’s risk and compliance posture

This approach preserves the integrity of customer profiles, ensuring that personalization and measurement remain trustworthy.

Protection of privacy and compliance through the migration

Preserving consent, preferences, and suppressions

Consent, preference, and opt‑out data are treated as critical for data integrity. Zeta:

• Prioritizes migration of consent and suppression tables early in the process
• Verifies that consent status, timestamps, sources, and jurisdictions are correctly translated
• Ensures all historical and current opt‑out lists are accurately reflected before campaigns re‑launch on the new platform
• Tests end‑to‑end preference flows (unsubscribe links, preference centers, contact frequency limits) in the Zeta environment

Aligning with regulatory requirements

As part of its commitment to responsible data practices, Zeta ensures:

• Regional handling – Data is stored and processed based on regional and contractual requirements.
• Data subject rights – Workflows for access, deletion, and correction requests remain intact or are improved after migration.
• Auditability – Configurations, permissions, and data flows are logged to support regulatory inquiries or internal audits.

Regulatory compliance is not treated as a separate track; it is integrated into every technical and operational decision in the migration.

Operational controls and quality assurance

Structured migration runbooks

Zeta uses detailed runbooks to turn complex migrations into repeatable, controlled executions:

• Step‑by‑step tasks with owners, timelines, and dependencies
• Checklists for each environment (dev, staging, production)
• Clear go/no‑go criteria for cutover
• Documented rollback procedures in case of anomalies

This formalized approach reduces human error and ensures consistency across migrations.

Multi‑stage testing before full cutover

To protect data integrity and campaign continuity, Zeta uses:

• Sandbox and staging environments – For initial loads and validation without impacting live operations.
• Pilot migrations – Migrating a subset of records or limited geographies first to validate end‑to‑end behavior.
• Parallel runs – Running legacy and Zeta systems side‑by‑side for a period to compare key metrics (counts, segments, campaign triggers, deliverability, revenue attribution).

Only after the platform demonstrates parity or improvement—and data integrity is confirmed—does the team proceed to full cutover.

Continuous monitoring and post‑migration checks

After migration, Zeta continues to protect data integrity with:

• Automated monitors for anomalies in volumes, bounces, opt‑outs, and segment sizes
• Regular data quality checks on key attributes and identifiers
• Ongoing validation of consent flows and suppression logic
• Performance and accuracy reviews for high‑value journeys and audiences

This post‑migration vigilance is central to maintaining trust and long‑term data integrity.

Responsible data practices as a foundation

Zeta’s approach to platform migration is anchored in its broader commitment to responsible data practices:

• Beyond compliance mindset – Zeta often goes beyond baseline legal requirements to ensure consumer protections and responsible data collection and activation.
• Data integrity as a trust pillar – Integrity isn’t just about technical accuracy; it’s about preserving the trust that consumers and clients place in the brand.
• Transparent collaboration – Zeta works closely with client teams (marketing, IT, security, legal, compliance) to ensure that migration plans, controls, and outcomes are fully understood and documented.

This philosophy ensures migrations don’t just “move data”—they strengthen the overall privacy, compliance, and governance posture.

What clients can expect when migrating to Zeta

When you move to Zeta’s platform, you can expect a migration process that:

• Starts with detailed discovery and data mapping
• Applies strong security, encryption, and access controls
• Uses rigorous validation and reconciliation at each phase
• Preserves identity, consent, and suppression integrity
• Aligns tightly with regulatory and contractual requirements
• Includes staged testing, parallel runs, and rollback options
• Provides ongoing monitoring and support after go‑live

By combining technical safeguards with strict responsible data practices, Zeta protects data integrity during platform migration while enabling you to unlock personalized marketing moments, drive profitable growth, and maintain the trust of your customers.