Acxiom Q&A: Cloud Migration Skills Gap Holds Back Operations

The biggest challenge businesses are currently facing when migrating to a cloud-based tech stack is identifying and securing the internal expertise required to guide migration. According to research by Acxiom, organisations on average host only 44% of their operations in the cloud, with the other 56% still remaining on-premise.

This lack of internal expertise is cited as a challenge by almost a third (32%) of businesses polled by Acxiom, while other top challenges include ensuring compliance with industry regulations and data security.

With this in mind, Dimitrios Koromilas, Director for Platform Services EMEA at Acxiom, provides insight into why the migration to the cloud is not as complete as some may think.

He explains what is stopping some businesses from migrating to the cloud, why some who are in the cloud are uncomfortable and what businesses need to keep in mind with their cloud migration.

Tell us about yourself and your role

I have around two decades worth of experience in Information Technology, delivering integrated solutions for brands within the automotive, travel, retail, FMCG, finance, insurance, utilities and not-for-profit sectors. 

Delivering value for brands using data & technology is at the core of my role. I work with brands to understand their requirements, formulate a comprehensive technology roadmap and guide technical teams through the entire solution lifecycle to deliver on their digital marketing transformation objectives. 

I have extensive experience in Big Data, cloud platforms, analytics, customer data platforms, personalisation and loyalty, with deep industry knowledge of how these are deployed in multi market environments.

For those unfamiliar with Acxiom, what services does the company provide?

Acxiom is the global leader in customer intelligence and stands at the forefront of AI-enabled, data-driven marketing. As part of the Interpublic Group of Companies, Inc. (IPG), we specialise in high-performance solutions that boost customer acquisition and retention while fueling growth for the world’s biggest brands and agencies. 

We transform omnichannel marketing strategies and execution using our AI-powered data and identity foundation, cloud-based data management, and martech and analytics services. For over 55 years, our teams across the US, UK, Germany, China, Poland, and Mexico have helped businesses optimise their marketing and advertising investments while prioritising customer privacy.

What’s preventing cloud migration in some organisations?

Cloud migration remains challenging for many organisations due to several interlinked factors. A significant barrier is the potential “corporate memory loss” tied to legacy systems, as these often hold decades of institutional knowledge and proprietary configurations that are not fully documented thus making cloud migrations more discovery intensive.

The cost of change is also substantial, a common theme in this space is the lack of continuous improvements on legacy infrastructure meaning there’s rarely a straightforward migration path to cloud services. 

Additionally, many organisations lack the in-house expertise required for a seamless migration, as cloud-specific skills like architecture, data security and compliance are both specialised and in high demand. As a result, some organisations delay migration, preferring incremental changes that extend legacy systems while they build capacity and strategise around a more sustainable cloud transformation.

Why are some organisations currently uncomfortable in the cloud?

Many organisations remain uncomfortable with the cloud due to several concerns. A major issue is data hosting location - some clouds lack in-market presence, preventing companies from storing and processing data within their specific geographic or regulatory boundaries. This is particularly problematic for international brands bound by strict data sovereignty and privacy laws at market level. 

Additionally, the shared responsibility model in the cloud means companies must trust cloud providers to handle parts of their security and infrastructure, which leads to a perceived loss of control over their environments. For brands in heavily regulated industries, this reliance on third parties for critical functions introduces compliance challenges and adds complexity to risk management. 

Compounding these issues, many in-house IT teams are still anchored in on-premises mindsets and find it difficult to adopt cloud-enabled or cloud-first approaches. Without a shift in mentality, these teams tend to stick with familiar on-premises solutions, wary of stepping outside their comfort zones.

How can organisations speed up their cloud migration?

To speed up cloud migration, organisations should prioritise getting buy-in from all business stakeholders, as early alignment fosters smoother collaboration and ensures that legal, risk, and compliance teams are engaged from the start to address regulatory concerns promptly. 

Partnering with an experienced advisor can also be instrumental, helping to build a compelling business case, navigate compliance challenges and fill key technical roles, therefore accelerating the technical migration process. In addition, adopting a train-the-trainer model is also key for cultivating in-house expertise, which supports long-term cloud success and adoption by empowering internal teams. 

Organisations should also carefully assess their existing solutions to create a clear migration plan, distinguishing systems that need re-engineering from those that can be migrated as-is or decommissioned. Recognising that a “lift-and-shift” approach may be more cost-effective than re-engineering legacy systems can save time and budget, allowing teams to focus resources on areas where cloud-native design offers the most value.

What are the high priority actions organisations need to keep in mind post-migration? Is there anything they’re missing which could affect their migration?

Post-migration, organisations should prioritise developing a clear roadmap for re-platforming systems that were lifted and shifted to the cloud, aiming to reengineer, reduce complexity and manage costs effectively over time. With migrated systems in place, rigorous cost monitoring should become a focus to ensure the anticipated financial benefits of cloud adoption are realised. 

Also, as cloud vendors frequently introduce new capabilities, setting up a technical evaluation committee is essential. This committee can assess new features and continuously optimise the cloud estate for cost-efficiency, performance and enhanced capabilities. By focusing on these high-priority actions, organisations can maximise the value of their cloud investments while adapting their infrastructure to the latest innovations in cloud technology.

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