MCPs might change how we work with data...

Author

Jeff Sauer
August 18, 2025

In partnership with

MCPs: Hype or Game-Changer?

There's a three-letter acronym floating around marketing circles that everyone thinks they should know about.

MCP.

Model Context Protocol.

And honestly? I've known about it for 6 months, thinking I would learn it, but just kept tucking it onto the back burner.

Until now.

What MCPs Actually Do

Think of MCP as a translator between AI and your business tools.

It's a protocol that lets AI assistants talk to your data through MCP servers - basically connectors that handle authentication, run queries, and deliver results.

What you can connect: Google Sheets, CRMs, analytics platforms, tag manager systems, databases. Pretty much anything, as long as there's an MCP server built for it.

Where it runs: In AI assistants that support MCP - like ChatGPT (via custom connectors), Claude, or Cursor. Once the right server is in place, the AI can actually reason over your real data instead of giving generic advice.

Why This Matters Now

Here are a few intriguing use cases I'm tracking:

Someone connecting MCP servers to their email platform and getting AI-generated subject line variations based on what actually opened for their specific list.

A consultant connecting to their project management tool via an MCP server and getting AI-written status updates based on actual task completion data.

An e-commerce team connecting to their inventory system through an MCP server and getting AI-generated product descriptions that reference actual stock levels and sales velocity.

A marketing team connecting MCP servers to GA4 and GTM and getting audit checklists that flag misconfigurations and gaps.

The difference between generic AI advice and AI that knows your actual business data is massive.

The Reality Check

But here's the thing - MCP servers are still in that awkward phase where everyone knows they should be using them, but most people don't actually know how.

It's not plug-and-play yet. There's setup involved. There are technical hurdles. And when you try to connect multiple data sources, things get complicated fast.

I've been experimenting with some of the MCP servers, and while it's theoretically straightforward, practically, there are all sorts of roadblocks.

So we're in this weird spot where the technology is available and powerful, but the implementation is still pretty technical.

The Question

Which brings me to why I'm writing this.

Would you be interested in learning about MCPs servers as part of what we cover here at MeasureU?

Not just the theory, but actual implementation. How to set them up. What works. What doesn't. Real examples from people who are actually using them.

I'm thinking we could start with a single practical use case - maybe walk through setting one up together and see how it goes from there.

But I want to know if this is something you'd actually find valuable before I dive in.

What I'm Seeing Work

Just to give you a taste, here are some real applications I'm tracking:

Sales teams connecting MCP servers to their CRM and getting AI-generated follow-up sequences based on each prospect's real interaction history.

Analytics teams connecting GTM and GA4 via MCP servers and getting audit checklists that flag gaps, misconfigurations, or even make changes.

Ops and success teams connecting MCP servers to email and sending scoped, logged follow-ups from the right account with the right context.

These aren't theoretical use cases. These are happening right now.

Your Input

So here's what I need to know:

Are MCP servers something you want to learn about? Would this be valuable content for our community?

Are you already experimenting with them? Running into roadblocks? Getting good results?

Or is this one of those "sounds cool but I have more pressing priorities" topics?

Just hit reply and let me know. If there's enough interest, we'll make this a focus area. If not, we'll stick to other measurement topics.

Either way is fine - I just want to make sure we're covering what's actually useful for you.

To Your Measured Success!
--Jeff Sauer
Co-Founder of MeasureU

P.S. If you're already using MCP servers and want to share what's working (or not working), I'd love to hear about it. Real-world examples are way more valuable than theoretical explanations.

P.P.S. Today is the last day to join MeasureU Pro before we switch to waitlist only. 

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