Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, 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. “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.”

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“It’s going to benefit different levels of users,” said Zaw Lin Hteik, Head of Growth Acquisition, Otter.ai. “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 analyze 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 most comprehensive incrementality intelligence database in the industry, built from 30,000+ experiments across 200+ brands. It includes:

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• 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
• Optimization Insights: Marginal return and incremental growth potential data to guide budget allocation

While the new capability makes access more flexible through MCP and AI agents, the underlying rigor 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, deeper optimization tools.