The ability of setting up your own rules, filters etc., can be used in combination with different data sources (e.g.: Google Analytics).
It's great that you are able to use it as well from mobile devices! You have to do some research before going live or even building something new - there might not always be enough documentation available yet which could lead into problems later when using this tool. We've been solving our customer service issues by sending SMS messages directly after receiving them via Twilio API. This has helped us improve response time significantly compared to traditional methods like emailing back & forth between parties involved.