MWIN (Measure What Is Needed): a strategic framework for privacy-first, AI-ready, and data-driven marketing analytics

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2026-04-28
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Palgrave Macmillan
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Organizations face the dual challenge of measuring data-driven marketing while adhering to stringent privacy standards and preparing for artificial intelligence. This research introduces MWIN (Measure What Is Needed), a strategic framework that aligns business objectives with KPI definitions and embeds privacy-by-design at the definition layer. Developed through a hybrid Action Research and Design Science program, the framework was evaluated using expert reviews and quantitative indicators against hypotheses covering strategic alignment, privacy compliance, AI-readiness, data quality, and decision-making. Findings indicate that MWIN strengthens KPI traceability, integrates consent controls without eroding analytical utility, and supports higher semantic maturity, better data quality, and more routine evidence-based decisions. The study contributes a mixed-methods template for evaluating socio-technical frameworks and offers practitioners a reproducible path to minimize risk and ready data for advanced analytics. Future research should extend to longitudinal testing and AI fairness profiling to ensure ethical activation at scale.
Palabras clave
Action research
AI readiness
Consent management
Data governance
Data quality
Design science research
KPI taxonomy
Marketing analytics
Maturity model
Mixed methods
Privacy‑by‑design
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Gorostiza-Esquerdeiro, I., Buján-Carballal, D., & Oyarbide-Zubillaga, A. (2026). MWIN (Measure What Is Needed): a strategic framework for privacy-first, AI-ready, and data-driven marketing analytics. Journal of Marketing Analytics. https://doi.org/10.1057/S41270-026-00471-5
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https://hdl.handle.net/20.500.14454/6127
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