This conceptual paper presents a theoretical framework that delineates how a firm can attain strategic agility by acquiring analytics-driven, real-time insights, thereby empowering it to sustain a competitive edge in an increasingly dynamic and competitive marketplace. Grounded in the resource-based view, it is argued that marketing analytics capability functions as a critical resource that contributes to the achievement of sustained competitive advantage; contingency theory underscores the necessity of strategic market agility in responding effectively to external contingencies. The paper explores the theoretical implications of harnessing these capabilities in a rapidly evolving digital landscape and proposes avenues for future research aimed at validating and extending the proposed framework.