This bachelor’s thesis aims to study the success factors of utilizing Big Data in digital marketing purposes. The topic has been previously studied mainly from the business perspective. This thesis tries to find aspects to the subject from the marketing perspective, since there are not that much research from that perspective. The thesis has been carried out as a literature review. Most of the source material are from the recent years, and especially the research around the Big Data from the marketing perspective is new. The source material is mainly composed of peer-reviewed scientific articles. There are also significantly many commercial sources since the topic is strongly related to the commercial point of view, and how big data can be utilized precisely in marketing and business functions. References include also some blog posts, analyses from large consulting firms, statistics and articles. After reading the thesis the reader understands big data basics, the benefits and challenges how Big Data can be utilized in marketing functions and has awareness of the challenges and success factors in utilizing Big Data in terms of marketing, business and society. The first chapter handles Big Data, the second chapter handles the digital marketing viewpoint of success factors and the utilization of mass data in digital marketing, marketing. The existing frameworks of digital marketing success factors and big data utilization are applied to the latter one.