Analyzing smart marketing trends and the role of big data in optimizing strategic decisions

With the increasing growth of digital data and the advancement of analytical technologies, marketing has entered a new phase of decision-making based on big data and smart analytics. The present study aims to analyze key trends in smart marketing and examine the role of big data in strategic decision-making. In this study, the conceptual evolution of data-driven marketing and its related tools is first examined, and then a conceptual framework is presented to explain the relationship between data collection, smart analytics, and optimal decision-making. The results of the trend analysis and case studies show that the structured use of big data improves the effectiveness of marketing campaigns, increases accuracy in targeting, and strengthens the organization's ability to predict customer behavior. Also, challenges such as the lack of appropriate infrastructure, weakness in data-driven culture, and ethical considerations are among the obstacles to fully exploiting these capacities. This article ultimately helps organizations effectively utilize intelligent marketing by providing suggestions for strengthening analytical infrastructure and a culture of data-driven decision-making.