I like that it provides me with insights into my customer base, their buying patterns, and what they are looking for from our products/services. It also helps to get feedback so we can make changes or improvements in our product line. The interface could be improved as well by having more options available when creating reports. Some of them don't have many choices and you end up making your own custom report instead which isn't always easy if there aren't enough options. If you're willing to put some time into learning how to use this tool then you will find all sorts of benefits once you start using it. You'll learn about who your customers really are and where you need improvement. This allows us to focus our marketing efforts towards those areas rather than just blindly sending out emails hoping something sticks.