How do you measure the value and impact that analytics drives in an organization? Data scientists work on initiatives to drive value through reduced costs, increased productivity, revenue growth and/or risk avoidance. Some of these projects will show a short-term, measurable impact while others will have a longer-term and strategic benefit. Measuring the value of analytics requires capturing both the long term and short term benefits which is both an art and a science. Selecting what to measure is critically important as it is a powerful driver of behaviors. The art and science of measuring analytics and cognitive value will be examined with use cases across a continuum of benefits.