The study aimed to identify the impact of Using big data dimensions (Volume, Variety, Velocity) on improve the performance of digital marketing firms and its dimensions (Consumer behavior, Preferences, Segmentation) in Jordanian airlines. The study population consisted of employees in marketing companies affiliated with Jordanian Airlines, numbering (2059) employees. The researcher also relied on a simple random sample of the study population, where an electronic questionnaire was designed using Google Forms and then distributed electronically via Messenger and WhatsApp to the study sample. The total number of questionnaires distributed electronically was 395 questionnaires, and 395 responses were received with a response rate of 100%.. To achieve the study objectives, the descriptive analytical approach was used through several statistical methods, the most prominent of which was multiple regression analysis to show the effect of the independent variable with its dimensions on the dependent variable. Statistical analysis and hypothesis testing were also carried out using the statistical packages program (SPSS.V.26). The study reached a number of results, the most prominent of which are: There is a statistically significant positive effect of the dimensions of using big data techniques (Volume, Variety, Velocity) on improve the performance of digital marketing firms and its dimensions (Consumer behavior, Preferences, Segmentation) in Jordanian airlines. Based on the results of the study, a number of important recommendations were presented, including: Digital marketing company managers shall rely on unstructured data in market analysis to provide more accurate and comprehensive insights, and also conduct digital surveys (such as online questionnaires, feedback forms, and opinion polls) to better understand customer behavior.. Keywords: big data, Digital marketing, Jordanian airlines.