-Easy-to-use-Great customer support-Can handle complex models.-Good out of box integrations in case of other data sources (eg from Excel)-No need of additional licenses if you are using multiple users as it is paid per user instead of per machine.-It provides more real time insights into production environment rather than historical trends which can be retrieved by using third party tools like Tableau etc. The UI could have been made better but that depends on their future plans. I am using this tool for our BI product called SIRIUS360. We use it primarily for reporting purpose at high level aggregations such as Top 10 Customers/Product Categories based on Revenue & Market Share.