This is simple. Totally just for analysing competitors and using data to recommend what to do for your site. It is like spying on your competitors and seeing what they do to make them better than you.
It is based on on-page SEO. This should be your expectation.
if you are looking for keyword research tools, this is currently not the tool you're looking for.
However, I do. hope that I can upload my logo so that the report generated would have my logo intact. It will make things easier.