One of the biggest barriers to using advanced marketing techniques, especially education and social marketing approaches, is the perceived difficulty in measuring their impacts. Regulators and managers like to be certain that money spent will equal provable savings. But appropriate, targeted marketing that is based in sound market research can lower the overall costs of delivering efficiency and renewables, gain greater market penetration, and solidify marketplace changes. We'll present specific approaches to measuring these impacts and demonstrate through case studies how evaluation is done inside and outside the energy industry.