I use this tool for my job in helping small businesses build their website and drive traffic to them. There are many things that make ETI so valuable. The ability to be able to research customers by demographics. This is extremely important because there are other tools out there that don't have this option. Also being able to track search terms over time it helps you see what words are working and which ones aren't. Being able to pull up historical research as well as the current trends is very beneficial. ETI may not have every feature that you might want but they do provide enough features for most small businesses. Sometimes when using ETI I am not sure if certain functions are available or not. It's always best to check with the support to ensure that all your questions are answered. Etailinsights has saved our company time and money! We were struggling with different analytics platforms that weren't giving us the info we needed. ETI gave us the details that we needed without over loading us with unnecessary info. Currently we are still collecting our data but once we figure out the system we think ETI will give us even more information that we would like. Having everything at one place I like that ETI has been able to deliver timely reports for our clients, even in times when other vendors have failed us. It's also easy for staff to navigate through the system as it is very intuitive. There are no downsides at this time - my only wish would be to see some enhancements made to the product. We use ETI primarily for client retention efforts but we've found it beneficial for lead generation too. The ability to pull together all your customer info into one place makes life easier!