Embodiments of the invention allow structured data to be transferred between a source application and a service-oriented target application that process data in different formats. The data to be transferred may be divided into different sections, where each section is processed by a respective service of the target application. To transform each section of data into a format compatible with a respective service, the data may have a set of associated rules which transform data based on a set of variables. The source application may provide variable definitions for each of the variables. Each service of the target application may specify values for each of the variables. Once the variables have a specified value, a transformation engine may transform each section of the data and subsequently transfer the transformed sections of the data to respective services of the target application for processing.