An area that can be improved is on the technical side where you identify an event. Currently it requires more development skills during implementation. It's not very friendly for business users trying to set or configure the behaviors or events that are being tracked. It would be better if business users could easily configure events and start capturing them without needing to have a technical background. They wouldn't need to share use cases beforehand and to take on implementation partners to help roll out use cases. It opens up the door for further innovation by the whole company.