The best marketing decisions are backed by rigorous research. The best research creates real-world impact.
Join 150+ marketing researchers and industry leaders at Australia’s only symposium designed for both. Where academic rigour meets business application.
The Marketing Analytics Symposium Sydney (MASS), in its fifth edition, is a distinguished annual event hosted by the University of New South Wales Sydney. As the foremost event in the Australian marketing analytics landscape, MASS is recognised as the most significant gathering of marketing analytics professionals and academics from across the southern hemisphere.
Set in the iconic International Convention Centre Darling Harbour, MASS 2026 promises an impressive line-up of keynote and guest speakers.
The Challenge We’re Solving
Marketing analytics research is advancing rapidly. Yet most of that research never reaches the practitioners who could apply it. And most practitioners are making critical decisions without access to the latest evidence-based frameworks.
You’re facing budget pressure, privacy reforms, and AI integration with limited time to sift through academic literature. You need frameworks that work, backed by rigorous research, explained in language you can use Monday morning.
MASS brings both groups together. Researchers present to audiences ready to implement. Practitioners access evidence before competitors. Both benefit from perspectives they wouldn’t encounter anywhere else.
Featured Speakers
Industry Leaders:
- Omer Shai – Global CMO, WIX
- Kat Warboys – APAC Marketing Director, HubSpot
- Sophie McKay – Head of APAC Marketing, Notion
- Lisa Turnbull – CMO, Encompass
- Lucio Ribeiro – Chief AI & Innovation Officer, TBWA
World-Leading Academics:
- Prof Bernd Skiera (Goethe University, European Marketing Academy Distinguished Scholar) – Growing via new vs existing customers: which path wins?
- Prof Vijay Viswanathan (Northwestern University) – Why AI works for some firms and fails for others
- Prof Thomas Reutterer (Vienna University) – Winning in generative search: How to show up when customers ask ChatGPT instead of Google
- Prof Dominik Papies (Tuebingen University) – The dark side of influencer marketing: What the data really shows
- Dr Ta-Wei Huang (National University of Singapore) – Personalisation without guesswork: Predicting what works for which customers
Program Highlights – Tuesday 24 February
Industry + Academic Track:
- AI-human collaboration – How AI augmentation is reshaping B2B sales and marketing operations
- E-commerce dynamics – Competition strategies, algorithmic decision-making, and platform ecosystems
- Firm-level marketing intelligence – Does AI actually drive performance? Turning abstract marketing concepts into actionable data
- Large Language Models – AI adoption in customer complaints, content optimisation for generative search, consumer-facing AI applications
- Visual AI in marketing – How machines perceive visual marketing compared to humans, video advertisement evaluation
- Customer relationship management – Intervention personalisation, incrementality testing, customer acquisition vs retention strategies
- Influencer marketing & consumer data – Investment advice on social platforms, profile inconsistencies, data breach impacts
Panel Spotlight: “The Metrics That Matter: When Brand Building Pays Off (And When It Doesn’t)”
Date: Tuesday 24 February 2026
Location: International Convention Centre, Darling Harbour, Sydney
Where marketing decisions meet research evidence.