How do you tackle the integration challenges of Web 2.0 when redoing your Web site and optimizing your Web assets? From open protocols (API, OpenID, OAuth, DataPortability…), the integration of Web 2.0 elements (Web site, television, mobility…) to taking advantage of 2.0 tools as a channel of communication, Web 2.0 is a challenge for businesses, but the potential return on investment is high, provided you identify and implement evaluation metrics that go beyond your Web analysis tool.