There’s a nice discussion shaping up in the Measurement Commons. Alice Brink kicked off the discussion with her post about the need for context around measurement. Alice’s comments led John Wagner to note, “In an ideal world we would pre- and post-measure every activity. I am guessing that very few organizations are interested in doing so.” Measurement guru Tudor Williams responded:

You are are right, John, you are guessing that few organizations are interested in pre- and post-measurement of every activity. However, your guesses do not include the many organizations (I would guess most) who view this type of measurement as a critical part of excellent communication management and actually budget for it when planning communication programs.

Be sure to read Tudor’s entire post — and John’s retort. Then chime in with your own thoughts.