Executive summary:
Seer’s analytics team spent considerable time preparing client reports, and follow-up questions often meant more manual analysis. The agency used Funnel to bring client data together and apply consistent metric definitions. With that foundation in place, the team began using the Funnel MCP to ask questions and explore the answers further. John Lovett, Vice President of Analytics, now investigates questions while clients are still on the call. He can follow the conversation into the data and explain what is happening without waiting for a separate analysis.
Key results:
- Answers client questions during meetings.
- Gives more team members direct access to client data.
- Identifies, resolves and reconciles reporting discrepancies using AI.
Company profile:
Founded in 2002, Seer Interactive is a digital marketing agency headquartered in Philadelphia with 150 employees. It serves more than 130 enterprise clients across sectors including finance, SaaS and education, with services spanning SEO, paid media, creative and analytics.
The challenge: Custom reports and follow-up questions
When John joined Seer, reporting was heavily customized for each client. Preparing it meant collecting data, blending sources, calculating metrics and checking the results.
“Everybody wants their reporting on the first of the month,” John says. “When that date comes around, we’re scrambling to assemble reports, do the analysis and QA the data.”
Each client brought different sources and definitions. Even within one organization, revenue could mean different things to different people. A lead might be a form submission, a marketing-qualified lead or a sales-qualified lead.
“The most important things in reporting for me is reproducibility,” John says. “When you run a number, I want to make sure you get the same number I do.”
Investigating questions beyond the prepared report involved exports, SQL queries and manual analysis. Colleagues without those skills submitted a ticket and waited for someone who could help.
The solution: Asking questions through Funnel MCP
Seer was already using Funnel to organize client data and prepare it for reporting. The Funnel MCP lets the team query that data through secure AI tools (like Seer’s enterprise version of Claude), using natural language.
“Now my team can ask questions in natural language, get answers and pursue the next question,” John says.
The metric definitions, calculations and context are held in Funnel. Seer can apply them before the data reaches a report or an AI tool, keeping the underlying figures consistent across users.
“We can also store KPI definitions in Funnel, see how those metrics are calculated and report on how they change over time,” John says.
When a figure needs investigating, the team can inspect its source and the processing rules, blends and aggregations applied to it.
The results: Investigating questions during client calls
John uses the Funnel MCP when a client asks about something in a meeting. He can explore the question, drill into the data and investigate why something is happening while they are talking.
“The people on the other end of the call ask, ‘How did you figure that out so quickly?’” he says. “We couldn’t do that during a meeting before.”
Paid media colleagues also asked for access. Monthly reporting gave them an overview, but they wanted to investigate individual campaigns, discrepancies and changes themselves. Seer opened Funnel to its paid media and SEO teams.
Alongside MCP, the team uses Funnel AI within the platform to investigate reporting issues. In one case, UTM parameters and Google campaign naming conventions did not match. The team used Funnel AI to find the mismatch, understand the difference and reconcile the reporting.
For John, being able to inspect the data and calculations gives him confidence in the work the agency presents.
“With a foundational platform like Funnel, we can trust where the data comes from,” he says. “We know its lineage and how it’s formed.” He sees the change most clearly in conversations with clients. “Being able to answer a client's question then and there has been a competitive advantage for us.”
