23–24 February, 2026
The Marketing Analytics Symposium Sydney (MASS) 2026
The best marketing decisions are backed by rigorous research. The best research creates real-world impact.
Join 300+ marketing researchers and industry leaders at Australia's only symposium designed for both. Where academic rigour meets business application.
Overview
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.
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.
For researchers: Your findings on AI implementation, consumer behaviour, and marketing effectiveness could reshape industry practice. But only if the right people hear about them and understand their application.
For practitioners: 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.
Who This Is For
For Academics
Marketing researchers presenting findings to Australia's largest marketing analytics audience, with practitioners ready to ask the questions that sharpen your work and identify real-world applications
PhD candidates sharing emerging research, receiving feedback from experienced academics and industry experts, and building the networks that shape your career trajectory
Industry-academic collaborators seeking research partnerships, validating theoretical frameworks against business constraints, and identifying opportunities for funded collaboration
For Industry Practitioners
CMOs and marketing directors fighting for credibility in the C-suite and needing evidence-based frameworks to justify strategic decisions and budget allocation
Marketing analytics managers navigating privacy compliance, multi-touch attribution challenges, and the pressure to demonstrate marketing's measurable impact
Data-focused marketing professionals implementing AI, building first-party data strategies, and translating technical capabilities into business outcomes
Program Highlights
Day 1: Monday 23 February (Academic Track)
- Machine learning applications – From algorithm bias to visual attention mapping in digital advertising
- Consumer behaviour research – Gender segmentation, regulatory mode, and LGBTQ+ marketing effectiveness
- Marketing strategy – Strategic emphasis across firm lifecycles, pricing under uncertainty, and brand investment
- On-demand media marketing – Content release strategies, social media's impact on music demand, advertising regulation
Plus: Opening plenary, networking dinner cruise on Sydney Harbour
Day 2: 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
Closing: Networking Reception
What Past Attendees Say
Conference chairs
Gallery
Location