Big data analytics has transformed marketing by enabling personalized campaigns that align with consumer preferences and behaviors. This review synthesizes current research on leveraging big data for personalized marketing, highlighting its impact on consumer behavior, marketing strategies, and business outcomes. Key findings show that big data enhances understanding of consumer behavior, leading to more effective targeting and segmentation. It improves customer engagement, satisfaction, and loyalty by delivering relevant and timely marketing messages. However, challenges such as data privacy, analytical skills, and data accuracy must be addressed. Future research should explore emerging technologies like AI and IoT in personalized marketing and develop ethical frameworks for data use. The review underscores big data's potential to reshape marketing strategies, offering insights for practitioners and researchers. The integration of big data into marketing requires ethical considerations, technological investment, and skill development. The review also examines the role of big data in digital marketing, consumer behavior analysis, and the challenges of data integration. It discusses the impact of big data on retail marketing, the use of data mining techniques, and the importance of data analytics in marketing decisions. The review highlights the significance of big data in enhancing marketing strategies, improving consumer insights, and driving business success. The methodology includes systematic literature review, data sources, and selection criteria to ensure comprehensive analysis. The review emphasizes the transformative potential of big data in marketing, offering valuable insights for businesses seeking to enhance customer engagement and competitive advantage.Big data analytics has transformed marketing by enabling personalized campaigns that align with consumer preferences and behaviors. This review synthesizes current research on leveraging big data for personalized marketing, highlighting its impact on consumer behavior, marketing strategies, and business outcomes. Key findings show that big data enhances understanding of consumer behavior, leading to more effective targeting and segmentation. It improves customer engagement, satisfaction, and loyalty by delivering relevant and timely marketing messages. However, challenges such as data privacy, analytical skills, and data accuracy must be addressed. Future research should explore emerging technologies like AI and IoT in personalized marketing and develop ethical frameworks for data use. The review underscores big data's potential to reshape marketing strategies, offering insights for practitioners and researchers. The integration of big data into marketing requires ethical considerations, technological investment, and skill development. The review also examines the role of big data in digital marketing, consumer behavior analysis, and the challenges of data integration. It discusses the impact of big data on retail marketing, the use of data mining techniques, and the importance of data analytics in marketing decisions. The review highlights the significance of big data in enhancing marketing strategies, improving consumer insights, and driving business success. The methodology includes systematic literature review, data sources, and selection criteria to ensure comprehensive analysis. The review emphasizes the transformative potential of big data in marketing, offering valuable insights for businesses seeking to enhance customer engagement and competitive advantage.