Resumen

Introduction: This article examines the impact of big data on the personalization of strategies in SMEs, highlighting its importance for predicting customer preferences and enhancing the personalization of products and services. However, SMEs face significant challenges that must be addressed to maximize these benefits.Methodology: A scoping review was conducted using databases such as Scopus, PubMed, and Web of Science, focusing on studies addressing the implementation and use of big datain SMEs, published in English or Spanish.Results: The review identified challenges such as high implementation costs, lack of technical skills, privacy issues, and resistance to change. Practical solutions such as the use of cloud solutions, training programs, collaboration with educational institutions, and robust data management strategies were proposed. Personalization strategies based on big data improve operational efficiency, decision-making, and the long-term sustainability of SMEs.Discussions: Despite the challenges, there are substantial opportunities for SMEs to optimize their processes through big data. Executive support, relevant training, and access to appropriate technologies are key to the adoption of big data. Future empirical and longitudinal research is recommended, exploring interdisciplinary approaches that include consumer psychology and the digital economy.

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