Question 1 This is subjective, and this is not the best place to ask. However, for what it's worth, the projects that I support usually have a Core, Web, and Services project in them.
Question 2 No, based on your example and my experience, your web project is suitable for links to your DATA and BUSINESS project. For us, our web projects are aware of our Core and Services projects. However, in our service there is no link to our web project. For this reason, our Automapper configuration knows how to map service model models, view models, and entity models to and from them.
Does it help? Let me know in the comments if you want me to clarify. A bit down on this blog you can find an image depicting a similar project setting for what we use.
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