learning technology products, all of which feature measurement and analytics as key elements of what they do. For a specific example, ELB learning touts the Lectora authoring tool. Some organizations may not think of an authoring tool when they think of analytics, but that is a huge part of the overall problem. Measurement and analytics are seen as an endpoint for the process of learning, something to be considered once everything has been built and delivered. This is why so many companies default to holding up completion rates as proof of success.