[aliisanola]

Activity feeds can give you great insight into what individual users are doing so you can test out your hypotheses in funnels and see if large swathes of users exhibit similar behavior. For example, one client noticed that users were scheduling appointments by clicking "day" 20 times rather than clicking "month." They made a UI change to the calendar and saw their booking rates go up.

This is also incredibly useful for providing stellar customer support. As an example, Dollar Shave Club is using Activity Feed to see exactly where a user is, which browser and OS, and what they've done recently. For example, if a user claims to have changed plans, the customer support rep can see what buttons the user clicked, what the old plan was and what the new plan is. They say it has made them much more efficient and effective when dealing with customers.

[loceng]

I wouldn't forget the value of it being an easier way to digest / consume information.