I love how commonlty this tool can be used with many different tools, including Google Analytics for example! It's super easy once you get started but it takes some time getting through all of their training resources before using in production mode would make sense (at least from my perspective).
We've been able utilize our CRM system as well which has saved us so much work when trying connect these two platforms together or even just pulling specific information about customers within both systems into one place was very helpful also.