Abstract: An integration messaging system for creating and processing customized business transactions between an originator and one or more subscribers connected to the integration messaging system via a common protocol or channel and wherein the originator selects a set of values associated with a set of data fields and associates a set of processes to a subset of the set of values. When the originator or one or more of the subscribers inserts data or changes data in one or more of the subset of the set of values, a processing device within the integration messaging system executes the customized business transaction according to one or more of the set of processes associated with the one or more of the subset of the set of values wherein data was inserted or changed.