It helps me to create reports with all information I need in one place.
And it's very easy as you can drag-and-drop your report elements onto different pages of your dashboard or into an email message that will be sent out later when needed. The customization options are not enough compared to other tools like Google Analytics 360 which has way more features but also costs much more money than this tool allows us do use them fully. We used to have many problems keeping track where our clients were at every moment during their sessions so we could show up faster if they called after hours because something went wrong - now everything works perfectly!