In the rapidly developing digital market, companies are faced with the need to effectively use analytical tools to improve competitiveness and optimize business processes. The use of analytics and big data to improve marketing strategies in e-commerce is revealed. The main ways of using big data to create personalized offers, improve customer experience, and increase conversion and customer loyalty are substantiated. Methods of collecting and analyzing data on user behavior, including click data, purchase history, social media and other sources are substantiated. Attention is focused on integrating analytics into targeted advertising, automating marketing campaigns and predicting consumer behavior. The issues of ethics and security in working with big data, as well as the challenges associated with their processing and storage, are revealed. It is determined that the use of analytical methods in e-commerce will contribute not only to sales growth, but also to improving interactions with customers, which in turn will help companies create more effective and flexible marketing strategies that can quickly adapt to market changes and consumer demands.