The way it connects with CRM's like Salesforce, Hubspot etc., makes me feel that I would be able to have better insights into my customers behavior which could help in improving customer experience at an individual level! It has some features still under construction & not fully functional but they are working hard towards this end as well. Their support team always responds very quickly!! They do need more resources or people who can take over from their present tech head (Dinesh). Currently having issues using them since there seems little documentation online especially if you're new user-wise so one needs guidance by someone familiar w/their product first before giving your trust to such platform. Great tool when used along withe other tools of Customer Data Management suite - 360Viewer, Xpand2goetc..