Marketing principles, once again

Introduction

Nowadays marketing is no longer relying on experience and a gut feeling, but rather the mainstream trend of building strategies through hypothesis verification using data. In addition, as the digital transformation of business progresses, big data, rather than the small data collected in marketing research, is attracting more attention as evidence. This is so-called 'data-driven marketing'.
Data on the internet (online data) and data generated in the real world (offline data) are available in a variety of formats, including numerical, textual, image and audio. These are selected, combined and analysed according to the business challenge. The aim is to provide "suggestions" for problem solving. This is exactly the perfect area for marketers and data scientists to work in.
However, pushing forward in the world of data-driven marketing tends to focus only on improving results figures (KGI) and process figures (KPI). For example, in digital marketing, the focus is on CVP and CPA, etc. While there is nothing wrong with working hard to improve KGIs and KPIs, they are only results, not objectives.
The trap of losing sight of the original purpose and losing your way as a marketer is lurking in data-driven marketing.
In this article, we would like to review what marketing should do, from the very roots.