What do you like best?
IgnitionOne's vision to tie together all marketing channels is the right goal,, albeit a monumental task. I really like the fact that they are doing this because it is the right goal. With that said most organizations have a few different pillars and want that to work very well - in the case Search was a big component. I've found that IgnitionOne's Search bid management is very on point. As with any Portfolio Bidding the more segments and different goals you add the less well it will work since it spreads that data too thin. With SPOT bidding the same is true but it also is pretty powerful.
One thing to watch out for is SPOT can be a little heavy handed in dialing down bids quickly compared to other Bidding Algo's on the market which arent all that responsive until it is already too late since they wait for a lot of data to pour in. SPOT by contrast is very responsive. If you're launching new campaigns the SPOT algo tends to bid things on that are just ramping up and need a little more runway to get going or SPOT will tend to bid down based on the only performance being initial launch data. This is probably one of the stronger areas of the platform.
What do you dislike?
As I mentioned in the headline Workflows can be tough to establish. It is non-Intuitive compared to Google/Bing Editors. To be fair, the other tools on the Market arent quite as efficient as the Editors either, but this learning curve and confusing UI can be an issue with IgntiionOne
If you use Bulk editing you will likely see a lot of errors on your first few uploads that dont make a lot of sense and will take some time to resolve. It definitely takes awhile to get used to it. Happy to see their team is focusing there and making improvements, but it is a painpoint/work in progress and not very inefficient compared to AdWords/Bing Ads Editors which you can upload New keywords and copy existing campaign shells and settings.
A specific example is that for all existing Campaigns, Ad Groups, Keywords, Ads etc you must include the IDs in order to make bulk changes - if they are not included it wont upload and will error out. This is in stark contrast to AdWords/Bing Ads Editors where you can simply upload the few names and make the update.
Their reporting interface also is not very self-serve and cant easily be customized for more advanced reporting needs. Ease of reporting is where other solutions I have worked with have a major leg up in terms of self-serve reporting, tracking and the ability to be customize reports
Recommendations to others considering the product
Consider what your needs are. If you are looking for Time Savings and Automation I would not recommend. Other platforms can provide much better time savings. If you are looking for a Cross-channel platform this may work better but I have not used these features. If you are just looking for a Search/Bid Management platform you may like the bidding abilities of the Adviser team, but consider if there are other needs.
In essence, it depends on the client, no solution is perfect.
What business problems are you solving with the product? What benefits have you realized?
The main business problem Ignition One solves is in terms of Search/bid management and multi-channel.
Definitely have seen time saving by outsourcing the Bid Management, though keep in mind it isn't a holy grail. It is always difficult to judge effectiveness of bid management until a long way out so keep expectations realistic in these sort of evaluations.