I like that it offers an easy way for businesses, small business owners as well big ones alike can gain insight into what's working online in their industry by comparing data across multiple website platforms (eCommerce vs Non-Ecommerce).
You get so many different types and options at your fingertips but sometimes this makes things more confusing than helpful - however our team is constantly updating & improving! We are currently using hockeystack within my own organisation which has helped us understand how we're doing against other companies/brands when people search products from home devices such as tablets etc..