During our two days together we will uncover new strategies, new measurements and new organizations to make the unfolding digital world as simple for marketers as it is for consumers. As consumers, the internet has quickly become engrained in our daily lives. Whether we use it to search, shop, socialize, or entertain ourselves, the web is our trusted, go-to-source. So in our day jobs as marketers, why do we continue to struggle over this digital transition? How are we responding to always-on, know-everything consumers? How do we engage consumers who evade our marketing? What can we do today to prepare for the next generation of digital natives? And ultimately, what will lessons make “digital” simple for marketers?

The audience is up to something. An international phenomenon, people are creating their own content, learning from one another, and gaining power. This global audience is breaking news stories, building communities, influencing brands, and changing the way we get information. Bloggers now have authoritative voices and the most popular types of media - television, radio, news, movies - are being created and consumed in ways that undermine the previously one-way forms of communication. The demand side is supplying itself, a shift that has profound impacts on news, mainstream media and entertainment. And it’s sending fear into the hearts of traditional media companies. Peter Hirshberg has a unique lens into what the rise of the audience means for the marketing, branding and entertainment industries. He speaks passionately about what people are paying attention to the web, how they are communicating with each other, and what it means for the future of marketing and technology. Using video, animation, computer visualizations, and humor, his unique presentation style is fast paced, insightful, and entertaining.

The TNS Media vision

The formula may have shifted a bit, but “part art and part science” continues to be an accurate description for marketing. And while digital media offers the promise of more targeted, engaging and results-driven marketing, the next few years are going to be an uphill climb for most marketers. It’s no wonder that CMOs are looking for partners with innovative solutions to help address the changes they are facing.

In March, TNS Media was formed to help advertisers, agencies and media companies address these challenges. TNS Media will provide the most comprehensive suite of marketing, media and audience insights in the industry and across the globe. The vision for TNS Media is to deliver global measurement and analysis of consumer behavior across all media and digital platforms and to be marketers’ first choice for greater visibility into the most important influences shaping consumers' purchase decisions today. With the acquisition of Compete, global clients and partners will be able to turn to a single company for comprehensive insights into consumers’ – online and offline behavior and attitudes – pushing the boundaries of digital research and media measurement capabilities.

Picking the right media strategy and ad creative is only half of the equation; engaging consumers once they click on the ad and land on the site is the other half. How can we marketers use web analytics to optimize post-click? Acquiring customers is great but how do you make sure your web site is a learning machine and also a way in which you can understand customer preferences, choices, measure conversion, optimize spend? You can improve outcomes from your website without having to spend more.

Since the last presidential election in 2004, the role of the web in politics has changed dramatically. The rise in popularity of social networking and video sharing websites has created new tools for candidates to reach and engage voters. At the same time, voters have myriad new ways to express their opinions online and influence others. How effectively are the candidates using social networking and video sharing sites to get their messages to voters? Where do voters go online to learn more about the candidates? Andrew Raisej and Matt Pace engage in an interactive discussion about how the web and voter generated content is changing the political race in 2008 and creating a new political ecology.

Select from one of the following activities:

• Chowder Cook-Off: Have you dreamed of becoming the next Iron Chef? Compete with your team against a rival group to make the best Chowder. Learn the latest techniques and trends in food preparation from a member of the culinary team in the Chef's table.
• Golf Tournament (9-holes): Compete in a friendly 9-hole golf tournament. Beginners welcome.
• Guided Bike Tour of Chatham: Enjoy the sites and sounds of historic Chatham in an hour and a half bike tour. The tour guide will provide facts about the rich local history and fragile coastal ecology. The Cape Cod Rail Trail is now accessible less than a mile from the Inn and covers over 35 miles through the towns of Chatham, Harwich, Brewster, Orleans, and Eastham.
• Tennis Clinic: Work with a tennis pro to improve your game. Geared toward a recreational level player, you'll improve your strategy, positioning, and fitness, and learn some doubles strategy tips that are guaranteed to improve your play.

Enjoy a casual beach clambake with bonfire. In the early afternoon a bonfire is built in a 4 foot deep pit using a quarter quad of hard maple and oak woods over 1800 pounds of rock. The fire is lit to a very high temperature. Well tended, the fire will settle down to a bed of hot coals and rock.

“History has always rewarded big thinkers, the entrepreneurs and builders who had the audacity to see beyond the world as it is and to envision the world as it will be (from the Forbes.com website).”

Since its founding in 1917, the Forbes brand has created high-quality content for affluent business professionals. Equally recognized for its flagship publication and its innovative digital businesses, the company has maintained a focus on providing superb financial and business news for its readership across platforms and across the world. But how did the Forbes executive team navigate from a print publication to an all-media powerhouse? And specifically, what can we learn about investing aggressively in new digital businesses without disrupting our existing, profitable revenue streams? Jim Spanfeller, CEO of Forbes.com, will take us through the journey from his early vision for the site, through its rapid growth and investment by Elevation Partners, to the recent acquisitions and ad networks it has launched.

A "how-to-guide" to staffing for social computing. Social Media programs and online communities aren’t just the “cool technologies” we thought of a few years ago. With an impact on business, customers and the bottom line, companies need to get serious. Chief Marketing Officers need to know how to develop campaigns that integrate social media programs with their overall marketing objectives and need to think strategically when it comes to developing plans, defining objectives, picking the right tools and staffing for social computing. Key questions addressed will include: How do you incorporate social media from a strategic perspective? How do you staff for success? How can you measure the ROI from social computing programs? Jeremiah will also present specific examples of best practices in social media programs.

How much more complicated can marketing become?!? Today’s online challenges are pale in comparison to the ones marketers will face five years from now, namely the task of allocating budgets across a totally-digital web, video, and mobile media landscape. All eyes are on marketers to find the right recipe for success as they help their companies: · Accelerate the shift of ad dollars online (and spend the rest smartly); · Find, create and join conversations on social media sites; · Monitor and measure new all-digital households; · Use new online metrics to organize their businesses around the web.

Closing remarks and conclusion