<p>A Smart Data System is an integrated technological framework that leverages the synergistic combination of “Internet of Things (IoT), Artificial Intelligence (AI), Machine Learning (ML), and Big Data (BD)” technologies to automatically collect, process, analyze, and transform vast (often real-time) streams of raw data into meaningful, valuable and actionable information for predictions, optimizations and autonomous decisions. This paper explores the extant literature on integrating smart data systems into contemporary marketing practices, analyzes evolving trends in the domain, and proposes future research directions. The study employs a quantitative bibliometric review with qualitative content analysis of research articles collected from the Scopus database from 2005 to 2024. Our approach includes co-occurrence and co-authorship analyses focusing on the collaborative networks of institutions and countries related to the topic of interest. The review also provides a thematic synthesis of the top 50 articles along with a review of core theoretical paradigms in the field. Over the 18-year observation period, the topic has evolved from a niche and relatively obscure area of inquiry into a prominent and widely studied field. This study discusses how smart data systems are transforming marketing, covering their use in predictive modeling, understanding customer sentiment, and personalizing omnichannel campaigns, while also addressing the crucial need for ethical implementation. Furthermore, our analysis elucidates the field’s unique intellectual architecture and its predominant theoretical frameworks. The findings offer evidence-based intelligence for businesses and marketers on emerging smart data trends, revealing proven practices and untapped potential to optimize campaign strategies, Martech investments, and customer experience innovation.</p>