The ability to identify all of your users and their associated attributes (such as first name, last name, email address, phone number, etc.). This allows us to make sure that our user-facing products are properly identifying all of our users. We have been able to automate some workflows by using the API to pull information in addition to what we can find within the system. It's not always 100% accurate. If you're looking for something that will be used only internally, this is it. We use this tool primarily to ensure that people who are signing up for our services are actually who they say they are.