A qualifying system receives a channel activity record from one of a plurality of different external systems, over one of a plurality of different communication channels. It accesses qualification rules to determine whether the channel activity record is to be transformed into one or more target entities in a computing system. If so, a conversion engine accesses user-configurable mappings and conversion rules to identify conversion actions that are to be taken in order to transform the channel activity record into one or more target entities. The conversion engine performs a data transformation on the channel activity record to transform it into the identified one or more target entities.