The present study was conducted to examine the impact of data-driven marketing on customer journey optimization and customer engagement in the digital environment. The research adopts a descriptive-correlational design. The statistical population consisted of marketing managers of startup companies in Isfahan. Based on Cochran’s formula, a sample size of 70 respondents was determined. A simple random sampling method was employed for participant selection. Data were collected using a researcher-developed questionnaire, the validity of which was confirmed by academic experts, while its reliability was assessed through the calculation of Cronbach’s alpha coefficient. The collected data were analyzed using both descriptive and inferential statistical techniques. The findings of the study indicate that data-driven marketing has a positive and statistically significant relationship with customer journey optimization and customer engagement in the digital environment. In other words, the adoption of data-driven marketing practices can contribute to improving customer journey optimization and enhancing customer engagement within digital environments.