Data mining and analysis is consolidating as a crucial practice in economic, educational, social, and business sectors. In this context, this study aims to identify and categorize the main strategies, metrics, and concepts that are derived from big data analytics (BDA) and marketing analytics (MA). This study follows a systematic literature review (SLR) of important scientific contributions made so far in this research area. The authors have identified through this study 13 key concepts related to big data analytics and 13 related to marketing analytics, which are classified and categorized according to their application in technologies or actions in digital marketing. The chapter concludes with a discussion between theoretical and practical implications on the results for future researchers.