MASS Conference 2026

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, the MASS 2026 promises an impressive line-up of keynote and guest speakers. The previous editions featured speakers from world-renowned companies like Facebook, eBay, Amazon, Telstra and Accenture, and prestigious universities such as Harvard University and the University of Oxford. These thought leaders will offer invaluable insights into the cutting-edge of marketing analytics, presenting an unparalleled opportunity for industry professionals and marketing scholars to engage with the leading edge of marketing analytics knowledge and practice.

Program details will be available soon. Topics may include (but are not limited to):

• New developments in AI & Machine learning for marketing analytics, including generative AI in marketing, large language models, augmented intelligence (chatbots, digital assistants), text/image/video/audio mining

• Marketing effectiveness, including influencer marketing and livestreaming, social media marketing, mobile app marketing, pricing, advertising, promotion, new products and innovation, privacy, blockchain, NFTs, A/B testing, charitable giving, entertainment marketing, healthcare marketing, branding analytics, marketing-finance interface

• Online/offline marketing analytics, including multichannel marketing, retail analytics, (re-)targeting, behavioural profiling, personalisation, CRM, CLV, churn, predictive models, two-sided markets, sharing economy, digital platforms, user-generated content, firm-generated content, online reviews, word of mouth, customer journey, path to conversion, loyalty programs

• Visual marketing analytics, including reality-enhancing technologies (augmented and virtual reality), eye-tracking, emerging biometric and neuro-marketing technologies

• Competitor analysis, including competitor intelligence, trend, sentiment analysis, and choice models

• Marketing in a changing world, including better marketing for a better world, sustainability, the impact of worldwide shocks on marketing, marketing and the business cycle, new technology, and brand activism.

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