Whether your Web site is your corporate presence, business partner access point, end customer store-front, or simply a portal for data fed from other sites, for the foreseeable future your business will be faced with Web-based application integration issues.

While I wish it weren’t true, the reality is that every company faces integration burdens. There is no single solution, or software provider for that matter, that can effectively meet all of your Web application needs and give you pure integration. In this newsletter we’ll review how the Web industry got to this place. In our next newsletter, we’ll look at some strategies on how to focus your integration efforts.

Why integration is important
Getting closer to what the data means and how it is managed

The lines between Content Mangement Systems (CMS), Customer Relationship Management (CRM), portal technology, commerce applications and even Enterprise Resource Planning (ERP) are very fuzzy and gray.

Consider online content. Things like text, ../../Images, documents, media files…really any piece of information accessible on your site. Chances are that content is stored in several places in several formats: one or more databases, a content management tool, static web pages (i.e. source code), a document management tool, image library, etc. Along with that, content maintenance processes like workflow found in one tool need to be leveraged into a store-front catalog found in another tool. You can quickly see how out-of-control a site can get from an application maintenance standpoint.

It’s helpful to start with the big picture and map out all of your data sources and how they are managed. You’ll quickly start to see the integration challenges before you.

The nature of software development and free market competition
From niche needs to integration expansion

Everyone is aware of the government’s magnifying glass on Microsoft. At the core of the issue is whether or not Microsoft is operating as a monopoly in the marketplace—a very bad thing in America’s democratic structure. Free market competition on the other hand is a central, widely accepted and praised concept in American commerce. I’m not about to debate the effectiveness or the politics behind free market competition. The fact is it allows companies to pursue the development of products or services that they feel have a demand in the marketplace. This naturally leads to diversity and niche development—a specific product or service to meet a specific need. As a result, software development often occurs without the big picture in mind.

For today’s software companies, integration is a huge buzz word. A few years ago, it wasn’t as paramount. The need for integration in order to gain meaningful customer, sales or forecasting data has left businesses with the need to backwards integrate or to purchase new software solutions that are future compatible.

Today’s software companies are exploring and leveraging partnerships with other software companies that create compatible product suites. The resulting sales pitch is more attractive to customers with added feature sets. The end result is your business can buy a product suite that integrates and provides growth potential and flexibility.

The high expectations of businesses
Meet the requirements yet gain cross-compatibility

The effects of the dot-com bust are still prevelant. Think big…budget small. There is some momentum of late in business Web spending but cautiousness still abounds. Software companies reeled when the technology market slumped and many closed up shop. Those that survived did so because they either had stable financial backing or they got creative. Most either had a great niche or market angle, or they went the route of integration. Either way, integration applies.

As a result, businesses have been well trained to look for integration opportunities because their budgets are still tight and software companies have been pushing integrated features. It’s become a cyclical cause and effect loop in the marketplace.

The even higher expectations of the end user
Compliance and ease of use

The Web and its users demand a lot. Single-sign-on, ease of use, streamlined commerce, privacy, clear opt-outs, etc. Whether it be legal compliance issues or sites like Amazon.com that set a very high standard for every other site that utilizes commerce functionality, there is a lot to keep up with. It’s no wonder integration is huge these days.

Half the battle to doing business online today is keeping up with changes in the online environment and the technology behind it. The other half is keeping up with the users. While the Web does help draw customers closer to your business, it can also get in the way if you handle it poorly. Integrated systems like portals that offer personalized content are a great way to satisfy the longings of your users and allow you to gather targeted marketing data behind their behavior and interests.

The reality of application infrastructure
Sometimes the tool alone can cause all the problems

I’d be remiss if I left this element out. Software compatibility is at the heart of integration. With the various operating systems, code bases, databases, application servers, etc., the overall struggle for compatibility starts with the application. Most businesses have determined their infrastructure standards for online technologies but it’s still an important consideration to ensure integration is feasible.

Where to keep your focus
Process, intention and purpose

For most online marketers, it can be difficult to determine a central place for data to get collected. Duplication occurs frequently. How do you decide the best place to maintain crossover data while avoiding duplication? Focus on the business process along with the data’s ultimate intention and purpose.

By process, I mean reviewing what makes the most sense to your internal business structure. Adopt a practice that will work with your business, not against it. Don’t usher in a whole new change management process unless the benefits far outweigh the risks. In terms of the intention and purpose of data, that can be a bit more subjective. Niche software and tools will always address the specific data needs better than an enterprise tool at the risk of requiring more integration.

We’ll look at these aspects in more depth in our next newsletter.

Aware Web Solutions is a Twin Cities based full-service e-business consulting firm, providing design, development and application solutions.  Aware is located at 6550 York Ave. South, Edina, MN  55435.

If you have any comments or questions about any Aware InSites, feel free to contact us at info@awarewebsolutions.com or call 800-783-8919.