We have been using the Audiense platform for over a year now, we started during the days it was called SocialBro. It's a great piece of software emcompassing every aspect needed to create a good social media campaign.
Areas of particular interest is the social intelligence data that can be provided, powered by IBM Watson, it does a fantastic job of highlighting the personality traits of our audiences - using this data we can search for accounts that have similar personality traits so we are targeting the perfect audience for us. We have seen great success in finding users with a high propensity to purchase and those that respond positively to marketing.
Another great feature is that once you have built an audience within the platform that you want to market to, you can transfer this list into the Twitter Ads platform and use paid marketing methods to target this filtered audience - these features combined are where the results are noticeably improved.
Other useful features are the rule builder - where you can trigger certain response via tweet or direct message based on rules such as a particular demographic of users following you could receive a customised response tailored for them.
The only aspect of the software we have been unable to properly get to grips with is the conversation monitoring - we find the results are too broad, and a lot of the results are out of context. However this could be user error on our part.