Measured Launches MCP Capabilities for Real-Time AI Marketing Insights
With this integration, marketers can surface Measured's cross-channel performance data directly inside ChatGPT, Claude, Gemini and other AI platforms.
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Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, has announced Model Context Protocol (MCP) capabilities. Enterprise marketers can now access their own data insights in real-time within the AI tools they use every day.
MCP is an open standard that lets AI platforms connect to external data sources in real time. With this integration, marketers can surface Measured’s cross-channel performance data — including executive summaries and on-demand insights — directly inside ChatGPT, Claude, Gemini and other AI platforms.
“Marketing leaders are under constant pressure to move faster and make more confident business decisions that directly impact ROI,” said Trevor Testwuide, CEO of Measured.
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“By giving companies seamless, real-time access to our marketing performance data within gen AI platforms like ChatGPT and Claude, we’re removing friction and enabling leaders to get the intelligent insights they need instantly, without having to leave the environments where they’re already working.”
Zaw Lin Hteik, Head of Growth Acquisition, Otter.ai, said, “It’s going to benefit different levels of users. Our executives don’t live in the platform day to day, so being able to ask questions and get clean answers changes how often they actually engage with the data.”
“And for our analysts, the response comes back already formatted, ready to analyse and make decisions off of. That’s real time saved.”
Marketers can now query cross-channel performance data and get trusted, expert-validated answers without ever leaving their chosen AI platform — accelerating decision-making and reducing time to insight.
Measured’s MCP draws on the comprehensive incrementality intelligence database, built from 30,000+ experiments across 200+ brands. It includes:
- Incrementality Intelligence Database: Recent tests of causal measurement data across channels, brands, and categories
- Omnichannel Measurement: Performance visibility across all major platforms in one place
- Optimisation Insights: Marginal return and incremental growth potential data to guide budget allocation
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While the new capability makes access more flexible through MCP and AI agents, the underlying rigour of Measured’s methodology is unchanged.
The company’s approach remains grounded in its core foundation of incrementality, ensuring that all insights delivered through AI are causal, transparent, and validated. Future capabilities will include AI-powered workflows, predefined skills, benchmarking, and deeper optimisation tools.
