Organizations devote resources to establishing a measurement system but often fail to define what it is they want to learn. Judith Hale of Hale Associates advised that for resources to be well spent, organizations must know what they are going to measure and how they are going to use those measures. In her keynote presentation at APQC's 2004 performance excellence conference, Hale described a model for evaluating initiatives through measures in three areas crucial to any successful business.