The main benefit of using this software is that it helps to understand user behavior and target them accordingly, which in turn reduces abandonment rate for your website or digital marketing campaign. I dislike its pricing model as well as the amount of data they keep per customer. They need to offer more options like plans where you can select only specific fields to be stored and not everything by default. Also, if there are any errors while running campaigns then you have no way to correct those mistakes unless you go through manual process. It's very beneficial tool to run campaigns for different platforms such as facebook, instagram etc. And the best thing about this software is we get real-time insights into our audience behaviour after each campaign.