<![CDATA[ This work reviews, in a systematic way, 20 scientific articles published between 2020 and 2025 on the association of Big Data Analytics (BDA) on digital marketing performance. Research has been fueled by the rapid shift of marketing strategies to data analytics. The study's main goal is to detect research trends, extract key insights, and compare the differences between these studies about how BDA contributes to digital marketing performance improvement. The study used the PRISMA approach to choose peer-reviewed articles dealing with Big Data Analytics and digital marketing performance while screening out irrelevant and duplicate studies. Results showed that BDA mostly contributes to marketing effectiveness through enhancing customer understanding, facilitating better segmentation of markets, enabling targeted promotions, fine-tuning digital marketing activities, and raising the general level of management decisions. However, the results also indicate that Big Data Analytics does not necessarily lead to improved marketing performance unless organizations possess the capability to analyze data effectively and implement appropriate strategies. Future research should explore long-term impacts, industry-specific applications, and the integration of Artificial Intelligence technologies. Keywords: Big Data Analytics; Digital Marketing; Marketing Performance; Data-driven strategies; Systematic Literature Review]]>
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