Iterable is a great Marketing Automation tool

The Iterable project architecture also allows you to maintain control of access—so, if your different projects are different brands, someone working with one brand can’t accidentally make changes to another brand. And, since API keys and other integrations are set up on a project by project basis, you won’t unintentionally cross your data streams.

It is great Marketing automation tool, it has significantly reduced the Developers involvement for marketing efforts

Customer behavioural touch points or events are very much essential for better understanding of Marketing Funnel of an individual user.