I like how easy it is to create my own custom reports with this software! It's so simple that anyone could use without having any training or education in data analytics/marketing research at all actually haha. One of its best features would be making sure we are getting qualified leads for our business (and not unqualified ones). We have realized an increase since implementing keywords into specific pages within out website; specifically landing page optimization as well using A-B testing methodology which has generated more traffic & sales conversions than traditional methods alone hahaha!!