In the current context, characterized by rapid technological progress and the increasing importance of data in business decision-making, the need to adopt data-driven orientation in international marketing emerges as a relevant topic. However, the analysis of existing literature highlights significant gaps in the understanding of this approach and its implications on global management strategies. Therefore, this study aims to fill these gaps through an in-depth analysis of the critical factors influencing the adoption of data-driven orientation in international marketing strategies. By using a qualitative approach based on semi-structured interviews, the analysis seeks to address the following research questions: (1) what are the key factors influencing the adoption of data-driven orientation in international marketing?; (2) what is the effect of data-driven orientation on firm strategies in the international market?; (3) how does data-driven orientation influence international marketing strategies? The identification of the key factors affecting the adoption of data-driven orientation can offer valuable insights for managers, decision-makers, and policymakers, facilitating a better use of technologies in alignment with data-driven principles and more effective data management in the context of international business.