Social Media Marketing Manager, Tai Tran, gives a description of the six Ms of campaign planning. See his post here. The six Ms are Mission, Market, Message, Media, Money, Measurement. Why is the evaluation-related M (measurement) listed last? Even though in the description, it is clear that evaluation is done pre-campaign and post-campaign, and even during the campaign, what if we started listing measurement or evaluation or research as the first step in any campaign planning effort? Would that help us to recognise the importance of conducting measurement, evaluation or research before we start thinking of the creative promotional aspects of the campaign?