The Role of Data-Driven Marketing Analysis in Startup Growth: A Systematic Review
Mohammed Kawsar 1*
Journal of Primeasia 6(1) 1-14 https://doi.org/10.25163/primeasia.6110190
Submitted: 01 December 2024 Revised: 13 January 2025 Published: 16 January 2025
Abstract
Background: Startups require continuous data-driven marketing optimization for sustainable growth. Traditional periodic performance assessments delay strategic decision-making, while real-time data analytics facilitate immediate, evidence-based adjustments. This systematic review analyzes the impact of Power BI, Tableau, Python, and Alteryx on enhancing marketing performance through real-time insights, predictive analytics, and automated data integration. Methodology: A Systematic Literature Review with Bibliometric Analysis (SLRBA) was conducted to analyze research on data-driven marketing strategies. A structured review protocol ensured methodological rigor, applying predefined inclusion and exclusion criteria to select high-quality, peer-reviewed studies. Bibliometric techniques, such as citation analysis, co-authorship networks, and thematic clustering, were used to identify research trends and influential contributions. Scopus (May 2023) was the primary data source, with 98 eligible studies reviewed. The Critical Appraisal Skills Programme (CASP) framework ensured reliability and validity, and ethical research standards were upheld through transparent reporting and proper citation. Results: Findings indicate that implementing real-time analytics tools significantly enhances marketing efficiency. Startups leveraging these technologies reported a 30% improvement in user onboarding efficiency, a 25% increase in engagement, and a 40% rise in monthly active users (MAU). Predictive analytics-driven retention strategies also led to a 20% reduction in customer churn. Real-time insights enabled optimal budget allocation and personalized marketing interventions, improving overall strategic decision-making. Conclusion: Real-time analytics tools empower startups to dynamically refine marketing strategies, enhance customer engagement, and optimize budget allocation. This study highlights the critical role of continuous data-driven decision-making in achieving sustainable startup growth.
Keywords: Real-time analytics, Data-driven marketing, Startups, Predictive analytics, Business intelligence
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