At my last company, I wanted a better understanding of my users. Google Analytics didn't provide the detail I needed. I looked at various companies but none made it trivial to get on a user level and follow users around my website, and observe how they used my product. I couldn't find anything which let me filter by user attributes, and then observe them. We built a "tron" style 3d engine for walking through digital products, and observing users as if they were in a mall and you were the store clerk watching them.