Since its inception, strategic marketing analytics has attracted substantial scholarly attention and has continuously spread across a number of research areas. The training programs, assessment techniques, and theoretical underpinnings of strategic marketing analytics have all undergone constant evolution due to research. A thorough literature evaluation is still missing, though. Using bibliometric analysis, this study provides a comprehensive retrospective on strategic marketing analytics research, charting its development. Making use of bibliographic coupling, co-citation, and citation approaches, the study examines research trends by analysing 61 articles from the SCOPUS database (2000–2024) in order to identify intellectual and thematic frameworks. Three fundamental and seven theme clusters are identified by the study using VOSviewer for network analysis and visualisation. By highlighting the current state of strategic marketing analytics research, the findings broaden the field’s scope.