Common Migration Challenges When Moving to Marketing Cloud Next

Every Account Engagement to Marketing Cloud Next migration encounters a predictable set of challenges. Teams that know what to expect can prepare for these challenges in advance. Teams that do not know tend to discover them mid-migration — at the worst possible time.

This guide covers the eight most common migration challenges, why they happen, and the specific resolution for each.

Challenge 1: Identity Resolution Over-Merging

What happens: After running identity resolution, some Unified Individuals represent two or more different people who have been incorrectly merged. This produces a profile with contradictory data: two different names, two companies, engagement history from completely different contexts.

Why it happens: The identity resolution match rules are too aggressive — typically because a fuzzy name match rule is matching people with common names and similar titles at different companies.