Information flow
The other attribute of business integration with the web is that processes can be designed to cover the whole information/product flow across a complete business.

People tend to design web integration as the initial input of information into the work process. True web integration expands this concept to engulf the whole business process so back end outcomes and processes are measured and made accountable as part of the business dynamic.

Incoming web site email can be databased and harvested for later use as either part of a direct email campaign or a measure to see what eventuated from the initial enquiry. In this way all leads are collected, may be analysed or reworked as deemed necessary. No lead is ever wasted.

In an integrated web business model outcomes are not only measured but we can see exactly where the flow or process is falling down. Armed with statistics and solid facts it is easy to move forward and resolve the glitch in the business flow.

Can you see integration working?
Well yes and no. Externally from the web a site appears the same as any other. But inside the information process is vastly different.

If we look at a couple of simple web site projects we can illustrate the concept.