The thesis “DATA-DRIVEN MARKETING: Strategies, metrics and infrastructures to optimize the marketing performances” is the result of one year of studies and analysis in a performance marketing company based in Dubai called BESA Digital. It is composed by a theoretical part where all the main aspects of the subjects are covered, and a case study where it is possible to see how these tools are applied in a real situation. The part I starts with the basics information to understand where does this new approach to the advertising comes from and also what are the main differences with the traditional one.