The best part about this tool it its accuracy in predicting future sales trends or buying patterns of customers. Nothing really but I am sure with more training can be used effectively by many companies who are looking out for better customer experience. As far as analytics goes i would say there is nothing much that needs improvement unless you want your own customizations. Try using smart measure if you're willing to put some work into learning how to use it properly then definitely go ahead otherwise stick with other tools available like google analytic etc. Analyzing purchase behavior so we know what our potential buyers need from us at any given point in time which helps us make decisions faster than ever before!