I like that the platform provides insights into what customers are interested in. I also like that the platform is integrated with my other marketing tools. Some of the reports can be confusing. Sometimes it creates reports that are not useful. I also dislike that you can't share reports with others within the team. You have to download the report and then email it to them. This is a great tool to help inform your marketing team and help you make better decisions. It helps me to have a better understanding of what my customers are interested in.