Data can be collected from multiple sources at different times (internal or external). Once it is in one place - we are able to perform analysis that would have otherwise been impossible before due to lack of time/resources etc. It also allows us to do some "big picture" type planning using historical information rather than simply guessing what's going to happen next week! The UI could use improvement but I think this will come with more users now they've got their feet wet. We're looking into ways of getting our own metrics set up so that other departments within the organisation get insights like ours without having to pay out hundreds of thousands each year through third party providers.
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