Its ability to provide insights into consumer preferences, which is crucial in our industry where we are seeking new ways at engaging with customers! We have yet to find any major downsides or issues using it so far but I'm sure there will be once they start releasing more features (which should happen soon).
If you're looking for something that can assist us with understanding how much reach/engagement each channel has - this tool definitely does not disappoint!! It makes things very easy when compared w other similar analytics tools out their such as Google Analytics etc.