Theoretical background: Analytical marketing is at the heart of scientific research because it plays an important role in building the competitiveness of enterprises and is an opportunity for them to grow. Purpose of the article:The aim of the article is to present the results of a bibliometric analysis of the developing area of analytical marketing. Research methods: For this purpose, specialist journals published between 1900 and 2021 were searched in the Web of Science database. The scientometric analyses carried out on their basis concern the number of publications, authorship and co-authorship, the number of citations, journals, thematic categories, institutions, countries and keywords. Over 200 publications cited 2,563 times were analyzed.