I liked it's easy to use interface for beginners as well as expert users alike! The customer support staff was very helpful with my questions about some technical aspects of their product - they responded quickly but also gave me enough space to understand what we needed before giving any feedback or guidance. As an SEO consultant this tool allowed us to easily track our competitors activities online so as to make strategic decisions when planning future campaigns/plans. It helped save time by allowing us to do data analysis without having employees spend extra hours doing manual tasks like competitor tracking which can otherwise take days depending upon size of website / volume of traffic etc. Nothing really came out negative from this program. If you're looking simply for analytical tools then go ahead because it does its job pretty well! We used air 360 mainly as a reporting engine (to store different types of analytic information) while other reports were done manually via excel sheets etc.