This thesis study aims to identify the impact of big data on the efficiency of marketing innovation, considering the legislative environment as an intermediary factor, as this applied study was conducted in Jordanian private universities. The methodology involves using the descriptive-analytical approach. By reviewing various related scientific research and studies, the study instrument which is the questionnaire with its questions is developed and designed to suit Jordanian private universities to collect and analyze data and primary information and test hypotheses. The questionnaires are distributed to a group of (350) employees of Jordanian private universities, leading to (305) responses from the employees. Utilizing PLS-SEM analysis software to insert the data, the results indicate the crucial role of big data in improving marketing innovation strategies. It is also found that the reliability of big data significantly impacts the efficiency of marketing innovation, especially in the context of service. The results also show that the velocity of big data largely affects the efficiency of marketing innovation in promotion. Moreover, the results indicate that the volume of big data significantly affects the efficiency of marketing innovation in terms of price. Another key result is the important role of the legislative environment in modifying the relationship between big data and marketing innovation by providing guidance and promoting innovation. Keywords: Big Data, Marketing Innovation, Legislative Environment