Systematic Review of Marketing Analytics Infrastructure for Enabling Investor Readiness in Early-Stage Ventures

This systematic review explores the role of marketing analytics infrastructure in enabling investor readiness for early-stage ventures. As startups increasingly rely on data-driven decision-making, demonstrating investor readiness has become a critical factor for securing funding. This paper examines the existing literature on marketing analytics tools, techniques, and frameworks that contribute to showcasing key venture metrics, such as market traction, customer acquisition, and growth potential. We assess the types of marketing analytics infrastructure commonly employed by early-stage ventures, including customer relationship management (CRM) systems, digital marketing platforms, and predictive analytics tools. The review synthesizes findings from a wide range of studies that highlight the intersection between data analytics and the fundraising process, particularly during the pre-seed to Series A stages. By analyzing data from multiple industries, this study identifies common challenges such as limited access to sophisticated tools, the complexity of interpreting marketing data, and the misalignment between venture data and investor expectations. Moreover, it explores opportunities to improve the marketing analytics infrastructure through the use of emerging technologies such as AI and low-code/no-code platforms. Our findings emphasize the significance of demonstrating product-market fit, forecasting growth, and enhancing transparency through data-backed decision-making processes. We also identify best practices and emerging tools that can bridge the gap between data collection and investor communication, thus improving the likelihood of securing investment. The review concludes with recommendations for future research, suggesting the need for longitudinal studies and comparative analyses to better understand the long-term impact of marketing analytics on investor readiness. This review aims to contribute to the growing body of knowledge on how marketing analytics infrastructure can be strategically leveraged to enhance the funding prospects of early-stage ventures.