The problem:
For the sports brand Franklin Sports, the search for performance anomalies used to involve hours of scrutinizing Excel files and going back and forth between internal teams.
The solution:
Intentwise’s AI Gateway MCP created a powerful discovery layer for the brand.
By sending trusted data to Claude and layering on essential brand context, Intentwise has upskilled entry-level analysts.
Now, even new hires can ask Claude deep questions about product performance and go to the rest of the team and say, “I found this. Can we do something about it?”
For instance, Claude is really good at isolating search terms from an adjacent category that found their way into your auto campaigns.
Claude can identify what percentage of the budget is going to these adjacent category terms and what their ROAS is—so an analyst can suggest freeing up budget to focus on more closely related search terms.
“You go from ‘I learned something’ to ‘I did something about it’ very fast,” said Scott Kennedy, VP Digital Strategy & Analytics at Franklin Sports.
Plus, with other MCPs connected to Claude, taking decisive action is easy. Analysts can tell Claude to write up an email to an internal product manager, or to turn off an external ad campaign or tweak a dashboard.
“I think this is where work is going in general,” Kennedy said.
AI Gateway already brings in data from half a dozen different channels, including Amazon, Walmart, TikTok, Shopify, Meta, and Google. With data from all of those channels flowing into one workspace, “I think we’re going to be talking about fully blown workflows. It’s all going to be connected in one seamless spot.”
