It is very easy to use for data mining, business insights are amazing! I can easily find out what my customers want by looking at their behavior with respect of time or location; it's also great when you need some historical perspective about your customer base like "what were they doing last year?".
The only thing that could be improved would probably have more technical support (if something goes wrong). This tool has helped me improve our marketing strategy as well because we know which products people prefer now instead waiting until there was an opportunity before buying them again so this makes us save money too ;-).