This review paper explores the transformative impact of big data and analytics on strategic marketing decision-making. It highlights how the integration of vast datasets and advanced analytical tools enables a deeper understanding of customer behavior, enhances product development, and provides a competitive edge. The paper emphasizes the importance of data-driven insights in formulating personalized marketing strategies and the critical role of analytics in predictive and prescriptive decision-making. It addresses the challenges and ethical considerations associated with big data usage, such as data privacy and security, and the need for robust data governance and ethical practices. The review suggests future research directions, focusing on emerging technologies and methodologies that could further influence strategic marketing decisions.This review paper explores the transformative impact of big data and analytics on strategic marketing decision-making. It highlights how the integration of vast datasets and advanced analytical tools enables a deeper understanding of customer behavior, enhances product development, and provides a competitive edge. The paper emphasizes the importance of data-driven insights in formulating personalized marketing strategies and the critical role of analytics in predictive and prescriptive decision-making. It addresses the challenges and ethical considerations associated with big data usage, such as data privacy and security, and the need for robust data governance and ethical practices. The review suggests future research directions, focusing on emerging technologies and methodologies that could further influence strategic marketing decisions.