I went to an interesting talk from one of the Raventools guys last week. The main benefit that I can see (and I know there are MANY more) is doing everything all in one place. Seriously, with everything there is to do I give major props to anyone who can just organize this stuff for us! So yes, you can do your social media management, your analytics, your SEO research and your adwords (PPC) all in one handy platform. I especially dug the social media management where you can take a look-see at all your social mentions and respond without leaving the environment.