Omeda Lift & Shift Implementation

The Challenge

An online publisher operating dozens of websites and email newsletters faced one of the most daunting operations projects in media technology: migrating bulk email distribution, CDP functionality, and subscription management from multiple deeply intertwined legacy systems into Omeda's unified platform.

The stakes were high. The migration had to be executed on time, on budget, and with zero disruption to ongoing operations—including sponsorship fulfillment, subscription services, and conversion workflows that generated daily revenue. A botched migration could mean lost subscribers, unfulfilled sponsor commitments, and months of operational chaos.

Our Approach

We embedded as a strategic technology advisor and project manager, acting as the connective tissue between the publisher's internal teams, Omeda's implementation team, and half a dozen other vendor systems. Our focus was relentlessly on clarity, risk reduction, and ensuring every decision point resulted in the most future-proof architecture possible—not just the fastest path to go-live.

What We Delivered

1. Comprehensive system topography documenting both current-state and future-state architectures using expert systems analysis and clear, detailed flow diagrams—giving all stakeholders a shared understanding of the project scope and interdependencies.
2. Data import verification and simplification including thorough review and optimization of data mapping and data structures, reducing complexity and eliminating redundancy before a single record was migrated.
3. Strategic guidance at every decision inflection point, repeatedly ensuring the most ideal and future-proof paths were chosen for system configuration, data architecture, workflow design, and integration patterns.
4. Cross-system liaison and translation between Omeda and six other interconnected vendor systems throughout the project lifecycle, ensuring each integration was built correctly the first time.
5. Active change management between vendor and client teams, ensuring smooth handoffs, clear expectations, aligned timelines, and no surprises at go-live.
6. Hands-on configuration and setup as an embedded client advocate and subject matter expert, applying best practices at every step and catching potential issues before they became problems.

The Impact

The migration was completed on time and on budget—a rarity for projects of this complexity in the media industry. Operations continued without interruption throughout the transition: every sponsorship was fulfilled, every newsletter went out on schedule, and every subscription workflow kept running. The publisher emerged with a cleaner, more unified technology stack positioned for future growth, and a clear architectural foundation they can build on for years to come.