The ability for the tool to understand how customers are feeling or thinking about our brand. This is such an amazing tool that we cannot live without! It allows us as people who work in social media marketing and content creation to be more efficient by creating relevant blog posts and engaging with our audience while also tracking all of our metrics. I don't think there's much else you can ask for from this program. We've been able to track where people are coming from and what they're clicking on within our site which helps us create better content so our users know their options when deciding between buying from one store vs another.