diff --git a/src/influx.rs b/src/influx.rs
index 5365077..2df7379 100644
--- a/src/influx.rs
+++ b/src/influx.rs
@@ -30,35 +30,141 @@ const DB_HOST: &'static str = "http://washington.0ptimus.internal:8086/write";
 const ZMQ_RCV_HWM: i32 = 0; 
 const ZMQ_SND_HWM: i32 = 0; 
 
-/// # Examples
+/// Provides flexible and ergonomic use of `Sender<OwnedMeasurement>`.
+///
+/// The macro both creates an `OwnedMeasurement` from the supplied tags and
+/// values, as well as sends it with the `Sender`.
 ///
-/// ```rust,ignore
+/// Benchmarks show around 600ns for a small measurement and 1u for a medium-sized
+/// measurement (see `tests` mod).
 ///
-/// let M = // ... Sender<OwnedMeasurement>
+/// # Examples
 ///
-/// measure![m; meas_name] {
-///     tag   [ "ticker" => "xmr_btc" ],
-///     int   [ "len" => 2 ]
-///     float [ "x" => 1.234 ]
-///     time  [ now() ]
-/// };
 /// ```
+/// #[macro_use] extern crate logging;
+///
+/// use std::sync::mpsc::channel;
+/// use logging::influx::*;
+///
+/// fn main() {
+///     let (tx, rx) = channel();
+///
+///     // "shorthand" syntax
+///
+///     measure!(tx, test, tag[color;"red"], int[n;1]);
+///
+///     let meas: OwnedMeasurement = rx.recv().unwrap();
+///
+///     assert_eq!(meas.key, "test");
+///     assert_eq!(meas.tags.get("color"), Some(&"red"));
+///     assert_eq!(meas.fields.get("n"), Some(&OwnedValue::Integer(1)));
 ///
-/// Resolves to:
+///     // alternate syntax ...
 ///
-/// ```rust,ignore
-/// let measurements = // ...
+///     measure!(tx, test,
+///         tag [ one => "a" ],
+///         tag [ two => "b" ],
+///         int [ three => 2 ],
+///         float [ four => 1.2345 ],
+///         string [ five => String::from("d") ],
+///         bool [ six => true ],
+///         int [ seven => { 1 + 2 } ],
+///         time [ 1 ]
+///     );
 ///
-/// measurements.send(
-///     OwnedMeasurement::new("meas_name")
-///         .add_tag("ticker", "xmr_btc")
-///         .add_field("len", OwnedValue::Integer(2))
-///         .add_field("x", OwnedValue::Float(1.234))
-///         .set_timestamp(now() as i64));
+///     let meas: OwnedMeasurement = rx.recv().unwrap();
+///
+///     assert_eq!(meas.key, "test");
+///     assert_eq!(meas.tags.get("one"), Some(&"a"));
+///     assert_eq!(meas.tags.get("two"), Some(&"b"));
+///     assert_eq!(meas.fields.get("three"), Some(&OwnedValue::Integer(2)));
+///     assert_eq!(meas.fields.get("seven"), Some(&OwnedValue::Integer(3)));
+///     assert_eq!(meas.timestamp, Some(1));
+/// }
 /// ```
 ///
+#[macro_export]
 macro_rules! measure {
-    () => {}
+    (@kv $t:tt, $meas:ident, $k:tt => $v:expr) => { measure!(@ea $t, $meas, stringify!($k), $v) };
+    (@kv $t:tt, $meas:ident, $k:tt; $v:expr) => { measure!(@ea $t, $meas, stringify!($k), $v) };
+    (@kv time, $meas:ident, $tm:expr) => { $meas = $meas.set_timestamp($tm as i64) };
+
+    (@ea tag, $meas:ident, $k:expr, $v:expr) => { $meas = $meas.add_tag($k, $v); };
+    (@ea int, $meas:ident, $k:expr, $v:expr) => { $meas = $meas.add_field($k, $crate::influx::OwnedValue::Integer($v)) };
+    (@ea float, $meas:ident, $k:expr, $v:expr) => { $meas = $meas.add_field($k, $crate::influx::OwnedValue::Float($v)) };
+    (@ea string, $meas:ident, $k:expr, $v:expr) => { $meas = $meas.add_field($k, $crate::influx::OwnedValue::String($v)) };
+    (@ea bool, $meas:ident, $k:expr, $v:expr) => { $meas = $meas.add_field($k, $crate::influx::OwnedValue::Boolean($v)) };
+
+    ($m:tt, $name:tt, $( $t:tt [ $($tail:tt)* ] ),+ $(,)*) => {{
+        let mut meas = $crate::influx::OwnedMeasurement::new(stringify!($name));
+        $(
+            measure!(@kv $t, meas, $($tail)*);
+        )*
+        let _ = $m.send(meas);
+    }};
+}
+
+#[test]
+fn it_checks_color_tag_error_in_non_doctest() {
+    let (tx, rx) = channel();
+    measure!(tx, test, tag[color;"red"], int[n;1]);
+    let meas: OwnedMeasurement = rx.recv().unwrap();
+    assert_eq!(meas.tags.get("color"), Some(&"red"), "meas = \n {:?} \n", meas);
+}
+
+#[test]
+fn it_uses_the_measure_macro() {
+    let (tx, rx) = channel();
+    measure!(tx, test_measurement,
+        tag [ one => "a" ],
+        tag [ two => "b" ],
+        int [ three => 2 ],
+        float [ four => 1.2345 ],
+        string [ five => String::from("d") ],
+        bool [ six => true ],
+        int [ seven => { 1 + 2 } ],
+        time [ 1 ]
+    );
+    thread::sleep_ms(10);
+    let meas: OwnedMeasurement = rx.try_recv().unwrap();
+    assert_eq!(meas.key, "test_measurement");
+    assert_eq!(meas.tags.get("one"), Some(&"a"));
+    assert_eq!(meas.tags.get("two"), Some(&"b"));
+    assert_eq!(meas.fields.get("three"), Some(&OwnedValue::Integer(2)));
+    assert_eq!(meas.fields.get("seven"), Some(&OwnedValue::Integer(3)));
+    assert_eq!(meas.timestamp, Some(1));
+}
+
+#[test]
+fn it_uses_the_measure_macro_alt_syntax() {
+
+    let (tx, rx) = channel();
+    measure!(tx, test_measurement,
+        tag[one; "a"],
+        tag[two; "b"],
+        int[three; 2],
+        float[four; 1.2345],
+        string[five; String::from("d")],
+        bool [ six => true ],
+        int[seven; { 1 + 2 }],
+        time[1]
+    );
+
+    thread::sleep_ms(10);
+    let meas: OwnedMeasurement = rx.try_recv().unwrap();
+    assert_eq!(meas.key, "test_measurement");
+    assert_eq!(meas.tags.get("one"), Some(&"a"));
+    assert_eq!(meas.tags.get("two"), Some(&"b"));
+    assert_eq!(meas.fields.get("three"), Some(&OwnedValue::Integer(2)));
+    assert_eq!(meas.fields.get("seven"), Some(&OwnedValue::Integer(3)));
+    assert_eq!(meas.timestamp, Some(1));
+}
+
+#[test]
+fn try_to_break_measure_macro() {
+    let (tx, _) = channel();
+    measure!(tx, one, tag[x=>"y"], int[n;1]);
+    measure!(tx, one, tag[x;"y"], int[n;1],);
 }
 
 pub fn pull(ctx: &zmq::Context) -> Result<zmq::Socket, zmq::Error> {
@@ -491,6 +597,37 @@ mod tests {
     use super::*;
     use test::{black_box, Bencher};
 
+    #[bench]
+    fn measure_macro_small(b: &mut Bencher) {
+        let (tx, rx) = channel();
+        let listener = thread::spawn(move || {
+            loop { if rx.recv().is_err() { break } }
+        });
+        b.iter(|| {
+            measure!(tx, test, tag[color; "red"], int[n; 1], time[now()]);
+        });
+    }
+
+    #[bench]
+    fn measure_macro_medium(b: &mut Bencher) {
+        let (tx, rx) = channel();
+        let listener = thread::spawn(move || {
+            loop { if rx.recv().is_err() { break } }
+        });
+        b.iter(|| {
+            measure!(tx, test, 
+                tag[color; "red"], 
+                tag[mood => "playful"],
+                tag [ ticker => "xmr_btc" ],
+                float[ price => 1.2345 ],
+                float[ amount => 56.323],
+                int[n; 1], 
+                time[now()]
+            );
+        });
+    }
+
+
     #[test]
     #[ignore]
     fn it_spawns_a_writer_thread_and_sends_dummy_measurement_to_influxdb() {