Measuring & Managing Community Orgs, Developer Relations and Beyond

We know community is important -- whether for developer relations for your platform or just other types of communities -- but how do we measure the success of community initiatives and even artifacts (like events or schwag)? How do we know we're even measuring the right things? And when it comes to developer relations specifically, where should devrel sit in an organization (product, sales, engineering)? Who should you hire first? And how do you reconcile developer as customer vs. developer as community member?