From Reporting to Intelligence on Demand: Introducing DISQO Studio and the DISQO MCP

For decades, measurement has worked the same way. A team asks a question, an analyst builds a report, and the answer arrives after the moment to act has passed. Dashboards made reports faster to read. They didn’t change what a report is: an answer to a question someone decided to ask in advance.

That model has a cost that rarely shows up in a report. Valuable questions go unanswered, and opportunities to improve performance are missed while campaigns are still running.

AI is changing what marketers expect from their intelligence: speed, scale, and decisions made in the moment. We believe the role of intelligence is changing with it. The opportunity is no longer simply to deliver information faster. It’s to make trusted insight continuously accessible wherever decisions are made.

Any Insight, On Demand, for Every Team

Marketers shouldn’t be limited to the questions a report was designed to answer. They should be able to explore their data dynamically, investigate new hypotheses, connect insight across campaigns and uncover opportunities that once required extensive manual analysis, without waiting in a queue.

That’s the transformation we’re building toward, and Studio and the DISQO MCP are two ways into it. Studio brings expert-built analysis to every team in one click. The MCP opens DISQO’s data to open-ended exploration inside the AI tools teams already use. Together, they move marketing intelligence from a report you receive to answers you can ask for.

Studio: Expert Analysis, One Click Away

Studio is a new kind of workspace that puts DISQO’s analytical expertise in customers’ hands. Each skill is designed and vetted by DISQO’s analysts and data scientists to deliver a bespoke, decision-ready answer in one click, with no prompting, dashboard digging, or analyst queue. Launch skills cover performance trends, frequency, and audiences, and we’ll add more regularly.

Studio also changes how analytics teams spend their time. With routine pulls handled, they’re freed to be strategic partners to the business.

The DISQO MCP: Endless Discovery

For teams with advanced AI capabilities, the DISQO MCP goes further. MCP stands for Model Context Protocol, an open standard that lets AI tools connect to outside data. The DISQO MCP connects the same data to ChatGPT, Claude, Gemini, and other AI environments. Teams ask custom questions in plain language and combine DISQO data with their own media spend, CRM, marketing mix data, and more, for analysis no standard report offers.

One Foundation: Exposure, Attitudes and Behavior

Both are built on the same foundation. DISQO links advertising exposure, consumer attitudes, and observed behavior, so teams can see not only whether marketing shifted brand perceptions, but how those perceptions relate to what consumers do next. Every answer is grounded in DISQO’s own data, not the open web. As AI becomes the way teams work with data, that grounding is what makes an answer one you can act on.

What Changes for Marketing Teams

The shift shows up in four ways:

• From the questions a report was built for, to any question. Investigate complex questions, discover new patterns and generate custom insight without waiting for traditional analytical workflows.
• From one flight at a time, to the full picture. Analyze results across campaigns, flights, time periods, audiences, and exposure frequencies to understand what is driving outcomes.
• From separate sources, to one view. Combine DISQO’s measurement and behavioral insight with media spend, CRM, marketing mix modeling and other first-party data for a more complete view of advertising effectiveness.
• From insight to decision. Equip marketing, analytics, sales and strategy teams to inform investment decisions, strengthen client recommendations and identify opportunities for growth.

In Practice: Vevo

Vevo, the world’s leading music video network, is among the early customers testing Studio and the MCP. Vevo worked closely with DISQO’s product team to shape these capabilities, from connecting results across sponsorship windows to examining how advertising frequency relates to brand outcomes.

“DISQO MCP has helped us expand our analyses with greater speed and efficiency. Now, we can combine separate sponsorship windows, break results out by frequency and find the moments that drove the most lift,” said Franni Glick, Director of Measurement, Vevo. “Moreover, it’s changed what we bring to clients and what our sales team brings to market. By leveraging granular campaign analysis and more advanced aggregate reporting around our content and broader cultural events, we have become more consultative when building future opportunities for brands.”

Where We Go From Here

DISQO helps brands, agencies and publishers understand why advertising works. We look forward to continuing to uplevel what brand intelligence is capable of, and build with our clients.

Studio and the DISQO MCP are available to current DISQO customers. To learn more or talk with the DISQO team, visit disqo.com/mcp.