While data-driven innovation (DDI) is receiving substantial attention from academics and industry specialists, there is limited research on its dimensions and effects in marketing. We address this theoretical gap by examining the following research questions: ‘What are the necessary firm-level capabilities of DDI and its effects in a marketing environment?’ Drawing from the resource-based view (RBV), dynamic capabilities (DC), and market orientation theories, this study presents a data-driven innovation capabilities (DDIC) framework and proposes a new conceptualisation with new data product performance through new data product creativity. Based on a systematic literature review and thematic analysis, the findings offer seven propositions to enrich the emerging DDI theory in marketing and guide managerial decision making.