Data-driven marketing is the strategy of using insights based on the analysis of data in order to develop new marketing concepts or optimize marketing campaigns. It is based on the influence of online marketing, sales, and customer care. Other key elements are big data and the collection of customer data in the form of demographic, behavioral, or qualitative data. Different data analysis tools and algorithms help structure data and discern patterns that can be useful for marketing campaigns. The goal of data-driven marketing is to provide targeted marketing campaigns for a specific audience and thus improving customer loyalty and achieve a positive brand perception.