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

Journal of Marketing Analytics 2026 Open access

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Authors: Ignacio Gorostiza-Esquerdeiro, David Buján, Aitor Oyarbide-Zubillaga
DOI: 10.1057/s41270-026-00471-5
Cited by: 1
References: 34

Fields of Study & Subjects

Ethics and Social Impacts of AI Privacy Security and Data Protection Big Data and Business Intelligence

Publication details

Journal / source
Journal of Marketing Analytics
Publisher
Springer Science and Business Media LLC
Publication date
28 April 2026
Language
EN