Corporate websites have long been recognized as channels for providing information. Their core function was to provide content such as company introductions, product information, press releases, and customer inquiries. However, with the rapid evolution of the digital landscape, the role of websites is rapidly expanding.

In particular, strengthening personal information protection regulations, the elimination of third-party cookies, and the proliferation of AI-based recommendation systems are significantly changing the way companies acquire and utilize customer data. Amidst these changes, websites are evolving beyond mere information delivery channels into data platforms that collect and analyze customer data.

This is because a website is the most reliable channel for companies to establish direct contact with customers and secure data. Therefore, future web strategies are expanding beyond the question of "how to build a website" to "how to design a website as a data platform."

Market needs

One of the biggest changes facing businesses in the digital marketing landscape is the shift in how they acquire customer data. The traditional digital advertising ecosystem relies heavily on ad networks and third-party data, but these approaches are increasingly limited due to privacy and browser policy changes.

In this environment, companies have the following demands:

• Reduce dependence on external platforms and secure your own data assets.
• Developing marketing strategies based on customer behavior data
• Data analysis to improve customer experience
• Building AI-based personalized services

Meeting these demands requires a direct data touchpoint with customers, and the corporate website is the most critical digital asset that can serve as the centerpiece.

Problems to be solved and directions for their resolution

Transforming a website into a data platform requires moving beyond traditional web building methods and adopting a data-centric design strategy.

First, we need to expand customer touchpoints. Data won't be accumulated if website visitors simply read information and leave. We need to build relationships with customers through various touchpoints, such as membership registration, newsletter subscriptions, content consumption, inquiries, and consultations.

Second, a systematic data collection and analysis structure must be designed. To analyze behavioral data generated on a website, an event-based data structure and analysis system are necessary.

Third, a clear data utilization strategy must be established. Collected data should not be limited to simple statistical analysis, but should be utilized to improve customer experience and personalize services.

This approach plays a crucial role in transforming websites from mere content repositories to digital platforms that continuously generate data.

Challenges from a technology, design, and security perspective

1) Technical perspective

Building a website as a data platform requires designing a server-side data collection method and API-based data structure to enable integration with various services. Additionally, the following technical elements are required.

• First-Party Data Collection Structure
• Event-based user behavior data analysis
• Customer Data Platform (CDP) integration
• AI-based recommendation and personalization system

2) Design perspective

As a data platform, a website's user experience design is crucial. It requires an interface that allows users to naturally engage and leave data. This structure enhances the user experience while also serving as a foundation for accumulating customer behavioral data. Representative UX strategies include the following:

• Content-centric navigation structure
• Personalized recommendation area
• Participatory content interface
• Community and user engagement features

3) Security and data protection

As a data platform, establishing a reliable data management system is crucial for building long-term customer relationships. Therefore, privacy and data security become crucial priorities. The following factors must be considered in particular:

• Management of consent to collection and use of personal information
• Data Access Rights Management
• Data Encryption and Security Policy
• Compliance with privacy regulations

Iropke's approach

Iropke proposes an approach to designing corporate websites as data platforms fit for the AI ​​era.

First, we design our website structure around data. We build a system that systematically collects and analyzes diverse data, including content consumption, user behavior, customer inquiries, and member activity.

Second, integrate content strategy and data strategy. Analyze visitor behavioral data, focusing on content that interests customers, to increase customer understanding and refine content strategy based on this data.

Third, we design a web structure that takes AI-based analysis and recommendation capabilities into account. This will enable the website to evolve beyond a simple information channel into an AI-powered service platform that continuously improves the customer experience.

Ultimately, this approach provides a critical foundation for building a sustainable digital strategy that empowers businesses to secure and leverage customer data independently, without relying on external platforms.