This study was conducted with the aim of analyzing consumer behavior in online marketing and personalization strategies. The research is applied in terms of purpose and descriptive-correlational in terms of methodology. The statistical population consisted of all home-based business owners and managers in the city of Arak who are active in online markets. A simple random sampling method was employed, and based on the Krejcie and Morgan table, a sample size of 92 respondents was determined.Data were collected using a researcher-developed questionnaire. The validity of the questionnaire was confirmed by academic experts, and its reliability was established using Cronbach’s alpha coefficient, which exceeded 0.70 for all variables. Descriptive statistical methods and inferential statistical tests were used to analyze the data, and all calculations were performed using SPSS software.The findings indicate that personalization strategies and their dimensions—including preference data, behavioral data, and demographic data—have a positive and statistically significant relationship with the effective analysis of consumer behavior in online marketing.