The data insights from Owl are very accurate, which is what we need in order for us as an organization not only be successful but also efficient! I have nothing negative about this platform at all! It has been helpful with our marketing team using it's predictive capabilities such that they can see who needs attention now vs later or those individuals just needing more training than immediate action needed (it takes time). They've used its reporting feature quite often too where you're able pull up reports of your customers' interests/behaviors etc.