Being an industry leader, HFF attaches a great deal of importance to providing appropriate investment opportunities to its clients. A challenge for HFF is keeping the capital markets advisors of various properties informed on the users interested in making a purchase. To drive success in its campaign efforts, it is critical for HFF to identify the top performing campaigns (and take appropriate action on non-performing campaigns). Maintaining minimal delay in informing the right people at the right time helps increase conversions. HFF has also faced difficulties in extracting details on the user journey and user behavior ─ this information is usually a goldmine for any business when identifying the breaking points in the customer journey.