MCP Servers in Digital Analytics

For most use cases, AI agents need to interact with external services to access real-time information, manipulate data, and take actions on behalf of the users. These capabilities transform conversational AI applications into truly useful agents – MCP servers enable just that. This session will cover what MCP servers are, how they work, and why you would want to use them for standardized AI development. The session also explores exemplary use cases for MCP servers in digital analytics, including Playwright, GTM, and GA MCP servers. A demo will showcase an end-to-end GA tracking implementation, including observing dataLayer events, and e-commerce measurement setup.