How Big Data Innovates in Enterprise Marketing Management

With the advent of the big data era, competition among enterprises in the market has become increasingly fierce. To enhance their development capabilities and levels, enterprises must excel in marketing management. In this regard, enterprises need to integrate reality, make reasonable innovations, and continuously adjust management concepts and methods to ensure that their management strategies align with actual development needs and better adapt to the sustainable development requirements of modern society. Based on this, this article analyzes the specific applications of big data in marketing management innovation and proposes concrete strategies for effective innovation, aiming to continuously improve enterprises' marketing management capabilities, market competitiveness, and ultimately lay a solid foundation for achieving sustainable development goals.