Marketing Analytics Symposium Sydney (MASS) 2024

Date

27 June 2024
Host

The University of New South Wales
Location

International Convention Centre, Darling Harbour Sydney, Australia

Overview

The Marketing Analytics Symposium – Sydney (MASS), in its fourth 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 2024 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 to engage with the leading edge of marketing analytics knowledge and practice.

Program

Time	Activity
07:30am - 8:30am	Continental Breakfast in The Gallery
08:30am - 8:50am	Plenary Opening Ceremony in Pyrmont Theatre
	The Past, Present and Future of Analytics in Marketing
	MC: Jennifer Killian (Chief Marketing and Experience Officer, XPON
9:00am - 9:30am	Keynote Pradeep Chintagunta (Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, University of Chicago)
09:30am - 10:30am	Panel Discussion Jadanne Dare (Chief Marketing Officer, KPMG Australia) Kusum Ailawadi (Charles Jordan 1911 TU’12 Professor of Marketing, Dartmouth College) Pradeep Chintagunta (Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, University of Chicago)
10:30am - 11:00am	Coffee Break
	Generative AI in Marketing Analytics
	MC: Jennifer Killian (Chief Marketing and Experience Officer, XPON)
11:00am - 11:25am	Keynote Koen Pauwels (Vice Dean of Research and Distinguished Professor of Marketing, Northeastern University)
11:25am - 11:50am	Fireside Chat Sameer Chopra (Strategic Advisor, Benhamou Global Ventures; ex-Head of Siri Product Data Science & Insights, Apple)
11:50am - 12:30pm	Panel Discussion Koen Pauwels (Vice Dean of Research and Distinguished Professor of Marketing, Northeastern University) Lan Luo (Professor of Marketing, University of Southern California) Sameer Chopra (Strategic Advisor, Benhamou Global Ventures; ex-Head of Siri Product Data Science & Insights, Apple)
12:30pm - 1:30pm	Lunch in The Gallery
1:30pm - 3:00pm	Practice Prize or Marketing Science Sessions
3:00pm - 3:30pm	Coffee Break
3:30pm - 5:00pm	Practice Prize or Marketing Science Sessions
5:15pm - 6:15pm	Plenary Award Ceremony in Pyrmont Theatre
6:15pm - 9:00pm	Conference Reception with Canapes and 3-Course Plated Gala Dinner

Speakers

Keynote Speakers
Fireside Chat
Panel Discussion
MC

Pradeep Chintagunta

Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, University of Chicago

Pradeep K Chintagunta is interested in empirically studying consumer, agent and firm behaviour. He has studied packaged goods, pharmaceutical, technology and online markets to answer questions related to pricing, advertising and channels of distribution. More recently, he has started working in “development marketing” – studying the role of marketing in economic development.

Chintagunta is on the advisory editorial boards of Marketing Science, Quantitative Marketing and Economics and the Journal of Marketing Research. His research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics, the International Journal of Research Marketing, the Journal of the American Statistical Association, and the Journal of Econometrics.

Pradeep serves on the advisory boards of Operation ASHA, MuSigma and Syntasa and on the Board of Governors of his alma mater, the Indian Institute of Management, Ahmedabad. He collects vintage electronics, enjoys traveling, movies, and spending time with his family.

Koen Pauwels

Associate Dean of Research
Distinguished Professor of Marketing
Co-founder and General Director of the DATA (Digital, Analytics, Technology, Automation) Initiative
D’Amore-McKim School of Business, Northeastern University

Koen Pauwels is Distinguished Professor of Marketing at Northeastern University, Boston and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative.

Pauwels is the Senior Editor for the Journal of Marketing and the International Journal of Research in Marketing, President-Elect of the Academic Council of the American Marketing Association, and Vice President of Practice at the INFORMS Association for Marketing Science. He serves on the House of Marketing’s Board and on the Editorial Boards of Journal of Retailing and Journal of Interactive Marketing. Pauwels started the annual Marketing Dynamics conference (2004) to bring together researchers fascinated by dynamic problems in marketing.

Pauwels consulted large and small companies across three continents, including Amazon, Heinz, Kayak, Kraft, Marks & Spencer, Microsoft, Nissan, Sony, Tetrapak and Unilever. Typical projects include evaluating and improving marketing effectiveness, designing and interpreting field experiments, combining attribution with marketing mix modeling, integrating online with offline marketing and metrics, increasing long-term brand equity and assessing and renovating business models. He regularly blogs and tweets on return on marketing investment as @profpauwels.

Sameer Chopra

Strategic Advisor, Benhamou Global Ventures
Ex-Head of Siri Data Science and Product Insights, Apple

Sameer is a seasoned Analytics and AI/ML executive. He is an active advisor to startups in silicon valley and is currently working with venture-backed startups to help incorporate GenAI into their product offerings.

In his most recent corporate role, he was the Head of Siri Data Science and Product Insights at Apple. He brings more than two decades of advanced analytics experience, driving Marketing/Product/Customer growth.

Sameer is a recognized thought leader in the space and has led many established firms such as Orbitz Worldwide/Expedia, GoDaddy, and ID Analytics (Symantec/ LexisNexis) as their Chief Analytics Officer (CAO).

Sameer also serves on the Advisory Board of Northwestern University (MS in Analytics program) where he enjoys mentoring students and helping shape the curriculum. He is on the Marketing Council of UNSW Business school (Sydney). Most recently, he is connected to John Hopkins Carey Business School, where he is guest lecturing.

Sameer received his MS in Operations Research from the Massachusetts Institute of Technology (MIT). His undergraduate degree in Math was from Allegheny College, where he graduated valedictorian.

He lives in the San Francisco bay area with his wife and two teenage children.

Jadanne Dare

Chief Marketing Officer, KPMG

Jadanne Dare is chief marketing officer for KPMG in Australia. In her role, she leads a team of marketers responsible for digital, brand, creative, industry, audience, and service marketing. Jadanne is responsible for building the KPMG funnel from awareness through to demand and retention of clients. This role is pivotal in acquiring new clients, generating revenue, and increasing share of wallet, as well as retaining and attracting talent.

Jadanne is a passionate marketing strategist with over 20 years’ experience delivering customer-centric marketing programs. Highly awarded for creating go-to-market models that generate new demand and deliver revenue growth, Jadanne is also highly active in helping to develop the Asia Pacific CMO community and regularly consults with senior marketing leaders. In her career, she has held marketing leadership roles at top 100 global brands including Amazon Web Services, Adobe, SAP, Verizon, and AT&T. Jadanne holds a first-class marketing honours degree from the University of Western Australia.

Kusum Ailawadi

Charles Jordan 1911 TU’12 Professor of Marketing, Tuck School of Business, Dartmouth College

Kusum Ailawadi is the Charles Jordan 1911 TU’12 Professor of Marketing at the Tuck School of Business at Dartmouth College.

Kusum’s research is primarily focused on the partnership and power balance between suppliers and their channel partners, and on their performance. She has published extensively in the leading marketing journals on topics such as the manifestation of brand equity in marketplace performance; the impact of promotions and private labels on performance of manufacturers and retailers; and consumer, competitor, and channel response to marketing policy changes.

Her work has won, or been a finalist for, multiple best paper and long-term impact awards from the Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and Marketing Science. She has been honored particularly for collaborative research with practitioners and has published several papers with co-authors from industry. In addition to her academic articles, she has also written for practitioner audiences in publications like the Harvard Business Review, Wall Street Journal, Forbes, and Advertising Age’s CMO Forum. She is co-author of “Getting Multi-Channel Distribution Right,” a 2020 book that distills lessons from academic research and practice for selecting and managing physical and digital distribution channels. She has also served as an expert in legal cases related to these topics.

Kusum is Past President of the INFORMS Society for Marketing Science. She has been an academic trustee of the Marketing Science Institute and of AiMark. She is currently an Area Editor for Journal of Marketing and has previously served as an AE and/or editorial board member for most of the top marketing journals.

Lan Luo

Professor of Marketing, Marshall School of Business, University of South California

Professor Lan Luo holds a Ph.D. degree in Business (Major: Marketing) from the University of Maryland. Her primary research interests are applications of artificial intelligence in digital platforms and new product design. Lan led the Amazon Studios Science team from 2021 to 2022, and currently serves as an Amazon Scholar to its Global Media Entertainment Business. Lan also holds various editorial/professional leadership roles in her field, including VP of Practice for INFORMS Marketing Science (ISMS) community, Associate Editor for Marketing Science and International Journal of Research in Marketing, and Senior Editor for Production and Operations Management

Jennifer Killian

Chief Marketing Officer , XPON

Jennifer Killian is a senior marketing and growth executive with more than 20 years

experience in Business-to-Business SaaS technology companies ranging from

Silicon Valley-based AdTech start-up AdBrite to Fortune 500 company Robert Half. She is the Chief Marketing and Experience Officer for XPON Technologies Group Ltd (ASX:XPN), which focuses on using technology to help companies create better customer experiences. Prior to joining XPON, Jennifer was the General Manager of Marketing and General Manager of Channels for WiseTech Global (ASX: WTC).

Jennifer holds a Masters of Business Administration from The Australian Graduate

School of Management and is a member of the Australian Institute of Company Directors.