Measured Brings Marketing Data Into ChatGPT and Claude
Measured, a marketing effectiveness platform, launched Model Context Protocol (MCP) capabilities that let marketers access performance data directly inside ChatGPT, Claude, Gemini and other AI platforms. Enterprise brands including Otter.ai can now query cross-channel marketing data in real time without leaving their AI tool of choice.
MCP is an open standard that connects AI platforms to external data sources. Measured's integration surfaces incrementality data, executive summaries, and optimization insights on demand.
What marketers can access
The MCP server draws from Measured's incrementality database, built from 30,000+ experiments across 200+ brands. Users can query:
- Recent causal measurement data across channels, brands, and categories
- Performance visibility across major advertising platforms
- Marginal return and incremental growth potential data for budget allocation
Real-world impact
Zaw Lin Hteik, head of growth acquisition at Otter.ai, said the capability changes how different teams engage with data. Executives who don't use the platform daily can now ask questions and get clean answers. Analysts receive formatted responses ready for immediate decision-making.
Trevor Testwuide, CEO of Measured, said the integration removes friction for marketing leaders under pressure to make faster, more confident decisions. "Marketers can get intelligent insights instantly, without having to leave the environments where they're already working," he said.
Methodology unchanged
Measured said the underlying rigor of its approach remains grounded in incrementality measurement. All insights delivered through AI stay causal, transparent, and validated.
The company plans to add AI-powered workflows, predefined skills, benchmarking, and deeper optimization tools in the future.
Since 2017, Measured has helped enterprise brands manage and optimize over $35 billion in full-funnel media investments. The platform combines analyst-grade expertise with triangulated data to measure advertising impact.
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