Marketing has always been regarded as “alchemy” – go make gold behind the curtain. But how much gold do you get and what are the key ingredients? If the traditional media is losing steam, which are the most impactful media vehicles?  Web 2.0 has increased interest in the “dark science” – but the Web transition also equips us with all kinds of new measurement opportunities. We will kick off this collaborative session with a series of new and insightful empirical data points and provide a new measurement framework for government IT marketing in the Web 2.0 era – then open the floor to discuss what’s really working – beyond the smoke and mirrors…