You’ve identified your target audience.  Your message has been worked, reworked, and worked again.  The creative is perfect.  You know exactly what media channels are effectively communicating your brand and which ones are intercepting your consumer at the point of decision.  The campaign has been launched.  Now what?  Did it work?  Are you positive?  Many campaigns are not properly tracked thus underestimating, or worse overestimating, your campaign’s effectiveness.   If a football team manages to defeat every team on their schedule, but no one is watching does it really matter? Measurement is important in determining what plays worked best under what …