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From Clicks to Conversions: Mastering Data-Driven Marketing for Maximum ROI

Bunga Aditi Universitas Harapan Medan Miko Andi Wardana Akademi Penerbang Indonesia Banyuwangi Erma Yuliani Universitas Terbuka DOI: https://doi.org/10.37034/infeb.v7i2.1135 Keywords: Data-Driven Decision Making, Marketing Automation Using Artificial Intelligence, Customer Engagement, Return On Investment, Digital Marketing Abstract This study investigates the impact of data-driven decision making and marketing automation using artificial intelligence on return on investment, with customer engagement examined as a mediating variable. Employing a quantitative research design, data were collected through an online survey targeting professionals in digital marketing and e-commerce sectors. The analysis was conducted using Partial Least Squares Structural Equation Modeling, which validated both the measurement and structural models. The results reveal that data-driven decision making and marketing automation using artificial intelligence significantly influence customer engagement, which in turn has a strong and positive effect on return on investment. Furthermore, customer engagement mediates the relationship between both predictor variables and return on investment, suggesting that the financial benefits of digital strategies are maximized when they successfully foster active and meaningful customer interactions. These findings highlight the importance of integrating analytical tools and technological innovations with customer-centric engagement strategies to achieve sustainable marketing performance in digital environments. Downloads Download data is not yet available. References Lu, F. (2024). The Mediating Role of Cooperate Image Between Service Quality, Perceived Value and Customer Loyalty: A Study of Telecommunication Industry In Eastern Region of Thailand. 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Influence of Artificial Intelligence (AI) On Firm Performance: The Business Value of AI-Based Transformation Projects. Business Process Management Journal, 26(7), 1965–1993. DOI: https://doi.org/10.1108/BPMJ-10-2019-0411 . Wedel, M., & Kannan, P. K. (2016). Marketing Analytics for Data-Rich Environments. Journal of Marketing, 80(6), 97–121. DOI: https://doi.org/10.1509/jm.15.0413 .	Download Published 2025-06-30 Issue Vol. 7, No. 2 (June 2025) Section Articles How to Cite Aditi, B., Wardana, M. A., & Yuliani, E. (2025). From Clicks to Conversions: Mastering Data-Driven Marketing for Maximum ROI. Jurnal Informatika Ekonomi Bisnis, 7(2), 334-338. https://doi.org/10.37034/infeb.v7i2.1135 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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