text: Assessment
  8-17. IO assessment is iterative because, in most instances, IO is iterative. Rarely does a single capability
  produce a singular and decisive effect that is readily and fully measurable. Effects in the information
  environment take time to unfold and become fully visible. Indicators are used to show progress towards the
  desired cumulative outcome, but because progress takes time, things change. The environment changes, the
  logic of change changes, and the indicators of progress change. In the face of these changes, measures are
  iteratively refined, corrected and reapplied.
  Figure 8-1. Logic of the effort example
  8-18. To be effective, assessment requires commander emphasis, prioritization, and allocation of resources.
  This requirement does not mean that every activity, event, or operation requires an equal investment in or
  level of assessment. Through their guidance and direction, commanders make clear their assessment priorities
  and ensure that IO assessment receives due emphasis and support.
  IO ASSESSMENT CONSIDERATIONS
  8-19. Assessment of IO in general and of specific effects in the information environment require careful
  development of measures of effectiveness and performance, as well as identification of indicators that will
  best signal achievement of these measures and desired outcomes. Assessment in the information environment
  is not easy and adherence to the following considerations will aid in making IO assessment more effective.
  MEASURES OF EFFECTIVENESS
  8-20. A measure of effectiveness is a criterion used to assess changes in system behavior, capability, or
  operational environment that is tied to measuring the attainment of an end state, achievement of an objective,
  or creation of an effect (JP 3-0). Measures of effectiveness help measure changes in conditions, both positive
  and negative. They are commonly found and tracked in formal assessment plans.
  8-21. Time is a factor when assessing IO and developing measures of effectiveness. The attainment of IO
  objectives leading to the commander's desired end state often requires days or months to realize. It is essential,
  therefore, to have a baseline from which to measure change and also to time-bound the change. Time-
  bounding makes clear how long it will take before the change is observed. It helps to set necessary
  expectations, foster patience, and avoid a rush to judgment. If a behavioral objective is anticipated to take