It's being used by several different marketing departments—our e-commerce store, our live event marketing team, our subscription service marketing team, and our general marketing team. It's also used by our product/dev teams to make changes to the site without having to do a development release.
I wouldn't say this rating is specific to Monetate. Some tool that allows us to AB test and message users on a personalized basis is essential for us to achieve our marketing goals. Monetate happens to be that tool for us, but there are other tools out there that could do a similar job.
Good account reps and a responsive support team for general tickets. They may not code experiences for you, but they'll point you in the right direction and help you find the information you're looking for.
Takes some getting used to. The concept of creating actions, then applying those actions to specific experiences is different than other AB testing platforms. The actual setting up of actions is simple enough. Somewhat depends on how your site is coded, but for the most part, you can easily manipulate the specific element you're trying to change.