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

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dc.contributor.authorGorostiza, Iñaki
dc.contributor.authorBuján Carballal, David
dc.contributor.authorOyarbide Zubillaga, Aitor
dc.date.accessioned2026-06-02T06:02:18Z
dc.date.available2026-06-02T06:02:18Z
dc.date.issued2026-04-28
dc.date.updated2026-06-02T06:02:18Z
dc.description.abstractOrganizations 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.en
dc.identifier.citationGorostiza-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
dc.identifier.doi10.1057/S41270-026-00471-5
dc.identifier.eissn2050-3326
dc.identifier.issn2050-3318
dc.identifier.urihttps://hdl.handle.net/20.500.14454/6127
dc.language.isoeng
dc.publisherPalgrave Macmillan
dc.subject.otherAction research
dc.subject.otherAI readiness
dc.subject.otherConsent management
dc.subject.otherData governance
dc.subject.otherData quality
dc.subject.otherDesign science research
dc.subject.otherKPI taxonomy
dc.subject.otherMarketing analytics
dc.subject.otherMaturity model
dc.subject.otherMixed methods
dc.subject.otherPrivacy‑by‑design
dc.titleMWIN (Measure What Is Needed): a strategic framework for privacy-first, AI-ready, and data-driven marketing analyticsen
dc.typejournal article
dcterms.accessRightsmetadata only access
oaire.citation.titleJournal of Marketing Analytics
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