Integrating Management Information Systems in Marketing: A Survey-Based Analysis of Consumer Engagement and Business Growth through Data Analytics

Abstract

Modern marketing practice depends simultaneously on precise data, rapid information delivery, and seamless system integration. Management Information Systems (MIS) provide the core technological infrastructure that converts fragmented organizational data into actionable marketing intelligence, and firms employing MIS-driven analytics have been shown to achieve conversion rates up to 30% higher than those relying on traditional marketing approaches. This study used a structured online survey of 155 marketing professionals employed in small, medium, and large enterprises to examine the role of MIS and analytics in marketing performance. A five-point Likert scale was used to measure five key constructs: MIS integration, data analytics utilization, consumer engagement, decision-making efficiency, and business growth. Instrument reliability and sampling adequacy were confirmed with Cronbach’s α = 0.89 and KMO = 0.82 (p < 0.001). Statistical analyses were conducted in SPSS 26, including Pearson correlation, multiple regression, and mediation modeling. Strong positive correlations were found between MIS integration and data analytics utilization (r = 0.82, p = 0.001) and between analytics utilization and consumer engagement (r = 0.81, p = 0.001). Regression results indicated that MIS adoption significantly improves decision-making efficiency (β = 0.64, p = 0.01) and explains a substantial proportion of variance in business growth (R² = 0.70, p = 0.001). The predictive analytics framework yielded a 34% increase in customer retention through repeat purchases and a 29% improvement in campaign targeting precision. Overall, the integration of MIS with data analytics enhances marketing outcomes, leading to higher customer retention and improved profitability.