In recent years, several companies have expanded their data teams and platforms. While some have struggled to demonstrate the ROI on these investments, recent research by Ron Berman and Ayelet Israeli demonstrates that descriptive analytics programs may accelerate revenue growth (4-10%) by helping companies implement other marketing tools more effectively. The authors investigate a causal link between the adoption of retail analytics dashboards and revenue growth by applying synthetic difference-in-difference methods. In addition, they consider the decisions that retailers make based on insights gleaned from dashboards and the impact of these decisions. They find that usage of descriptive analytics helps e-commerce companies adopt and use new martech technologies that increase the diversity of products sold, transactions, website visitors and unique customers, and revenue from repeat customers.