How Matrixx CPG Turned Skai Data Into Repeatable AI Workflows With Claude

Every Monday, Matrixx CPG’s account teams began by assembling pacing, budget, and performance reports across client accounts. They moved through brands and retailers, filtered campaigns and keywords, pulled the right views, and moved the information into Asana, where the account team would add their analysis and notes. Only then could they start looking at what had changed and deciding what to do next.

Matrixx was already using AI assistants such as Microsoft Copilot and Claude elsewhere in the business. The opportunity was to bring the paid media data they trusted in Skai into that broader tech stack and turn everyday account-management tasks into repeatable workflows.

Matrixx connected Claude to Skai through the Model Context Protocol (MCP), bringing the campaign data already in Skai into the tools and workflows the team was already using. Skai’s Reporting Connector gave Matrixx access to the same complete, accurate data they already used in Skai, now available within Claude to support the new workflows they were building.

Monday Mornings, Already Done

The first workflow Matrixx rebuilt was its manual pacing check. The team built Claude Skills that prepared each account’s campaign performance and budget recap before the workweek began and sent it to each account team through Asana.

Instead of starting Monday by pulling reports and moving data between tools, each client team could start by reviewing what changed and deciding the next best course of action for their clients.

“With MCP, we’re setting up skills so the report is already waiting for the account manager on a Monday morning. They can start reviewing what has changed and deciding what to do next, instead of building the view themselves.”
— CJ Pendleton, Chief Strategy Officer, Matrixx CPG

The same approach gave Matrixx more flexibility when client needs changed. The team could build custom views, pull in a new brand, or quickly find insights for a client presentation without creating a new report from scratch.

Making the Power of Skai More Accessible

The change also gave more people a new way to work with Skai. New employees could ask questions and get to the data they needed through tools they already used, while experienced users gained another way to move quickly through data they already knew well.

“A lot of the industry is speaking about AI in broad strokes and abstractions which is great for conference stages, but can be difficult to translate into how it will improve the daily workflows of hands-on-keyboard media teams. Working with the Skai team to integrate the MCP with Claude has been a tangible example of AI integration that has helped many of our employees see true value in leveraging these tools in a way that may not have clicked with them before. Friction and delays with training new employees on the platform or tagging data correctly have already been significantly reduced.”— Erin Bailey, Chief Client Officer, Matrixx CPG

Matrixx continues to build skills that leverage Skai connectors and turn agentic workflows into shared, repeatable processes. What started with bringing Skai data into the agency’s broader AI and tech stack is becoming a new way for account teams to work across clients, from weekly pacing checks to custom reporting and client presentations.

“AI can often see a lot of things in black and white. It’s our people that bring context, history, and client knowledge into the fold. We’re very intentional about giving our teams better tools, like MCP, so they can spend more time doing the work that matters. With the help of our team’s quick adoption and engagement with the MCP connection, we’re already building out new custom reports that are unlocking new insights, strategies and improved performance for our clients.”
— CJ Pendleton, Chief Strategy Officer, Matrixx CPG

Matrixx CPG is a shopper marketing agency focused on CPG brands, with most clients in food and beverage. Its retail media work spans grocery, mass and club retailers, including Instacart, Kroger, Walmart and Costco. Matrixx had been a Skai client for more than three years.

To learn more about our services, visit matrixxcpg.com