The ability to segment users by their behavior is very powerful. It's easy to create segments that are focused on specific types of users or behaviors. This is great for identifying user groups to target in campaigns, but it also makes it easy to identify which users are most likely to convert. I still struggle with the UI sometimes. Some of the features aren't as intuitive as they should be. It's helpful because it provides an overview of what the user is doing and where they're coming from. It helps us understand which content marketing tactics will work best for different user groups.
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