It's user friendly for beginners as well as advanced users alike! The support team has been helpful throughout our engagement with them. I would like to see more options in terms of reports that are available within this tool vs only being able to produce simple bar graphs or pie charts (as far as customization goes). We're using it primarily as an internal marketing reporting system but we have also used some features such as "heat maps" which helps us understand where people click when they visit various pages online/offline etc..