This document provides a sneak preview of a November 18th event on data center efficiency and evolution. It discusses how external regulations, IT capabilities, and cost-effective cloud solutions will force data centers to enhance their measurement and reporting capabilities to remain competitive. Better data collection and analysis can provide decision makers with trusted information, visibility into hidden IT costs, and allow for more informed decisions to maximize return on investment. The importance of thorough measurement is emphasized by Google's Green Energy Czar who stated the number one thing for improving data centers is to measure, measure, measure.