The simplicity of it all is great! You can easily add your favorite social media platforms, or even Google search queries into this tool for some quick results with minimal effort required from my end as well (it's self service afterall). I would like more customization options in terms of adding new applications/pages that are not already supported by default so we could have better insights about our users activities - but overall very happy user here!! We've been able to identify potential customers using their online activity via Facebook / Twitter etc., and now also use data points such as website visits & time spent at page level which helps us understand how they interact with content across multiple channels.
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