Big data makes it possible to produce insights and predictions about the processes using the collected data in addition to pure data collection. In this regard, the use of data based on consumer behavior and their preferences helps to understand the target audience better and create personalized marketing strategies. While data mining and predictive analysis allow businesses to make future-oriented decisions by processing big data, advanced analysis techniques not only provide businesses with a snapshot of the current situation, but also provide businesses with the opportunity to predict consumer demand, market trends and sales. Decision support systems stand out as a key tool in the integration of these analyses into marketing strategies. Data-driven approaches make marketing strategies more efficient and effective, while also accelerating decision-making processes and making it easier for businesses to adapt to changing market conditions. In this section, the importance of big data in retailing, data mining and predictive analysis methods, and the effects of decision support systems on marketing strategies are discussed. Data-driven marketing has become the key to success in the modern business world, and in light of these issues, emphasis has been placed on how businesses can become more competitive.