Abstract

The digital transformation of financial services has fundamentally changed how institutions engage consumers, deliver value, and maintain competitiveness in data-driven markets. This study explores the impact of data-driven marketing mix strategies on income and business sustainability within digital financial ecosystems, especially agent banking networks. Using a Systematic Literature Review (SLR) of 30 peer-reviewed articles from 2017-2025 indexed in Scopus and national journals, with PRISMA framework for rigor, the study finds that integrating data analytics into product, price, place, and promotion significantly shapes consumer behavior, improves service access, and increases transactional efficiency. Effective digital promotion, product personalization, and service optimization greatly contribute to income growth and agent sustainability. Digital transformation and financial inclusion mediate the link between marketing strategies and long-term business resilience. Theoretically, this advance understanding of marketing evolution in response to digital consumer behavior and data-driven decisions. Practically, it guides financial institutions and policymakers in designing adaptive marketing strategies that drive profitability, inclusion, and sustainability in digital finance ecosystems.