This review explores the integration of big data analytics into personalized marketing campaigns, highlighting its transformative impact on consumer engagement and business outcomes. The primary objective is to synthesize current knowledge on leveraging big data for personalized marketing, focusing on objectives, methodologies, key findings, and conclusions. The review adopts a comprehensive approach, examining various studies that employ big data tools and techniques such as machine learning algorithms, data mining, and predictive analytics in personalized marketing. Key findings indicate that big data analytics significantly enhances marketers' ability to understand and predict consumer behavior, leading to more effective targeting and segmentation strategies. This integration improves customer engagement, satisfaction, and loyalty by delivering more relevant and timely marketing messages. However, challenges such as data privacy concerns, the need for advanced analytical skills, and potential data inaccuracies are also highlighted. The review underscores the transformative potential of big data in reshaping personalized marketing strategies, offering valuable insights for both practitioners and researchers. Future research directions include exploring the impact of emerging technologies like artificial intelligence and the Internet of Things (IoT) on personalized marketing, and developing frameworks for ethical data usage in marketing practices. The review is structured into several sections, including an introduction to the rise of big data in marketing, the role and significance of personalized marketing strategies, the methodology for the literature review, and detailed discussions on various aspects of big data in marketing. It also examines the relationship between big data and consumer behavior, the advances in personalized marketing techniques, and the tools and techniques used in big data analytics. In conclusion, the review provides a holistic understanding of how big data is leveraged for personalized marketing, offering insights into its practical applications, challenges, and future potential in reshaping marketing strategies.This review explores the integration of big data analytics into personalized marketing campaigns, highlighting its transformative impact on consumer engagement and business outcomes. The primary objective is to synthesize current knowledge on leveraging big data for personalized marketing, focusing on objectives, methodologies, key findings, and conclusions. The review adopts a comprehensive approach, examining various studies that employ big data tools and techniques such as machine learning algorithms, data mining, and predictive analytics in personalized marketing. Key findings indicate that big data analytics significantly enhances marketers' ability to understand and predict consumer behavior, leading to more effective targeting and segmentation strategies. This integration improves customer engagement, satisfaction, and loyalty by delivering more relevant and timely marketing messages. However, challenges such as data privacy concerns, the need for advanced analytical skills, and potential data inaccuracies are also highlighted. The review underscores the transformative potential of big data in reshaping personalized marketing strategies, offering valuable insights for both practitioners and researchers. Future research directions include exploring the impact of emerging technologies like artificial intelligence and the Internet of Things (IoT) on personalized marketing, and developing frameworks for ethical data usage in marketing practices. The review is structured into several sections, including an introduction to the rise of big data in marketing, the role and significance of personalized marketing strategies, the methodology for the literature review, and detailed discussions on various aspects of big data in marketing. It also examines the relationship between big data and consumer behavior, the advances in personalized marketing techniques, and the tools and techniques used in big data analytics. In conclusion, the review provides a holistic understanding of how big data is leveraged for personalized marketing, offering insights into its practical applications, challenges, and future potential in reshaping marketing strategies.