It can be used for distributing surveys. For example, you could use customer data held in your SalesForce database to feed into a Snap Online survey, then send each customer an email invite with a link to the survey.
Once that data has been collected and analysed in Snap XMP, the API can be used to send selected parts (or all of the data, if you prefer) back into the database system to record against each customer.
It’s all about making things easier.