27 June 2024
The University of New South Wales
International Convention Centre, Darling Harbour Sydney, Australia


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.


Time Activity
07:30am - 8:20am Continental Breakfast in The Gallery
08:20am - 8:50am Plenary Indigenous Welcome to Country in Pyrmont Theatre

The Past, Present and Future of Marketing Analytics

Sponsored by Credamo

  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)
Wendy Mak (Chief Marketing Officer and GM, Sustainability & Stakeholder Communications, MUFG Pension & Market Services)

Moderator: Jennifer Killian (Chief Marketing and Experience Officer, XPON)

10:30am - 11:00am Coffee Break

Generative AI in Marketing Analytics

Sponsored by Apteco


MC: Jennifer Killian (Chief Marketing and Experience Officer, XPON)

11:00am - 11:25am


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)

Nicolas Chu (CEO & Founder, Sinorbis; Professor of Practice, UNSW)

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)

Moderator: Natalie Stanbury (Research Director, IAB)

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

Afternoon Sessions 1:30pm - 3:00pm


1.     Livestreaming

  • Leveraging Influencer Networks for Successful Event Marketing (Washington University)
  • Can Brands use Toxicity to their Advantage Live Streaming? (The University of Melbourne)

2.     Consumer Response to AI: Real-world Data

  • How Generative AI is Redefining Social Media Marketing (Northeastern University)
  • Exploring the Use of Generative AI in Ad Copy Design (Fudan University)

3.     Unlocking Insights from International Household and Retail Panel Data

  • Why and When to Launch New Products During a Recession (Northeastern University)
  • Evolution of Marketing Mix Effectiveness over Time: A Global Investigation (University of North Carolina)

4.     Tourism and Sport Marketing

  • How Consumers Use Their Consumer Credit for Travel in Inflation Surge? (UNSW)
  • The Effect of Temporal Distance on Consumers’ Experiential Baskets in the Context of Trip Planning (Monash University)

5.     Health Care Marketing

  • Heterogeneous Pricing of Over-the-Counter Drugs (The University of Texas at Dallas)
  • How Vertical Integration in Healthcare Industry Affects Physician New Drug Adoption (Prudue University)

6.     Analytical Models for Consumer Behaviour

  • Modelling Mental Accounting with Two-stage Budgeting and Bounded Rationality (Carnegie Mellon University)
  • Product Reviews, Prices, and Profits in Markets Driven by Randomness: The Null Model (University of Florida)

7.     Algorithmic Pricing

  • Sponsored Products Ads, Algorithmic Pricing, and More Harmless Collusion (University of Pennsylvania)
  • Price Competition Under Information (Dis)Advantage (National University of Singapore)

8.     Customer Lifetime Value Models

  • Valuing Customers in the Insurance Industry: A Joint Model for Claims and Churn (Australian National University)
  • Predicting and Explaining Customer Purchases (ETH Zurich)


Afternoon Sessions 3:30pm - 5:00pm


1.     Influencer Marketing: Inferences from Quasi Experiments and Big Data

  • Content Recreation and the Emergence of Social Media Trends (Harvard Business School)
  • Sponsorship Disclosure and Influencer Marketing (Peking University)

2.     Better Marketing for a Better World

  • Market Expansion and Targeting While Balancing Social and Financial Objectives (University of Cambridge)
  • Can Disintermediation Level the Playing Field for UK Food Delivery Market? (University of Chicago)

3.     Digital Platforms: Pricing, Data and User Experience

  • Enhancing User Experience: Unveiling the Role of the Quality Score Metrics (University of California Berkeley)
  • Strategic Data Disclosure by an Intermediary with Partial Responsibility (City University of Hong Kong)

4.     Marketing-mix Adjustments in Times of Market Turbulence

  • Don't Panic: Predicting the Likelihood and Duration of Retail Brand Crises (University of Tennessee)
  • Price Dynamics in the Wake of Store Exits: An In-Depth Analysis of Market Impact (University of North Carolina)

5.     Social Media Engagement

  • Exploring the Impact of Food Visuals on Social Media Engagement in the Grocery Industry (UNSW)
  • A Crossmodal Transformer Model of Multi-level Customer Engagement with Social Media Videos (University of Maryland)

6.     Advertising: Machine Learning Approaches

  • Strategic Personalization (University of Chicago)
  • Exploring the Interrelations of Music on Advertising and Chart Performance (KLU)

7.     Consumer Behaviour: Response to Algorithms

  • The Effect of Self-data Priority Belief on Perceived Algorithm Recommendation Quality (Macquarie University)
  • Consumer Reactions to Algorithm (vs. Human) Dating Recommendation Agents (University of Macau)

8.     Marketing Strategy

  • From Words to Metrics: Measuring Digitalization from Corporate Reports (Penn State University)
  • Brand Political Positioning: Implications of the 2016 US Presidential Election (University of Washington)

More information about these sessions can be found on the ISMS Marketing Science Program Website.


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

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.

Nicolas Chu

Professor of Practice (University of New South Wales, Sinorbis)

Nicolas Chu joined UNSW Business School in October 2018 as an esteemed Professor of Practice. He contributes to the intellectual life and public profile of the School of Marketing, the School of Information Systems and Technology Management and the Australian Graduate School of Management. He is responsible for developing innovative research questions, advising faculty on their research projects, assisting in course content development and serving as a liaison between the University and industry members.

A global digital thought-leader, Nicolas has extensive experience in managing technology businesses, from start-ups to large corporates in Europe, the US and Asia Pacific.

He is the CEO and founder of Sinorbis, the multi-award-winning company that revolutionizes the way businesses and organisations enter the Chinese market through technology. He is also an active mentor for a number of technology and digital initiatives in Asia Pacific.

Prior to Sinorbis, he was the global President of HotelClub and Ebookers, two leading global companies operating in more than 30 markets with an annual turnover of US$2.5 billion. HotelClub and Ebookers were part of Orbitz Worldwide, which was acquired in 2015 for US1.6bn.

Nicolas also spent eight years at the global online travel group Expedia, holding executive positions in Europe and Asia Pacific. For several years he led the APAC retail and product strategy for the group and then was the Managing Director of Expedia Australia and New Zealand. Under his leadership, the company became the leading online travel agency in the region.

He began his career by launching a business incubator in Europe, helping many online ventures to get set up, and was responsible for numerous online projects including for the French Ministry of Education and several French universities before joining Amadeus to take charge of their online and e-commerce projects in France.

Nicolas is a frequent keynote speaker at global conferences and is the author of the book "Reussir un Projet de Site Web" (6th Edition).

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

Natalie Stanbury

Director of Research, IAB Australia

Natalie joined IAB Australia as Director of Research in February 2019, managing the IAB’s activities to develop effective measurement solutions, standards and best practices aimed at improving the data and metrics available to marketers, agencies and publishers for the planning and delivery of digital media.

Natalie leads the IAB’s Ad Effectiveness Council that provides guidance to the industry on best methods to assess the impact of marketing activities, as well as the IAB’s Measurement Council to drive continual enhancements to digital content measurement. She is currently working closely with Ipsos to develop the industry’s new independent, inclusive and transparent digital audience measurement system, Iris.  Natalie brings her a depth of experience and industry knowledge, having previously been Research Director at News Corp and spending five years as Head of Research and Insights at Fairfax Media, as well as working with ninemsn and Ticketek.

Wendy Mak

Chief Marketing Officer and GM, Sustainability & Stakeholder Communications MUFG Pension & Market Services

Wendy Mak is Chief Marketing Officer at MUFG Pension & Market Services. Wendy has run their global marketing & communications team for the past 5 years, and also has global remit for ESG. Prior to that, Wendy was Chief Product Officer for their digital product suite, running a P&L and frontline business development and relationship management teams. Outside of corporate, Wendy has also started up her own fashion styling business and written a book on fashion that has been published in Australia and the US, making her a highly commercial and entrepreneurial marketer.

Wendy’s focus is on digital technology and sustainability, and has a background spanning fintech start-ups, private equity, boutique managed funds and large global organisations such as GE. She also has a soft spot for senior dogs and has an Instagram addiction.

She is a member of the Association of Superannuation Funds Australia’s (ASFA) Conference Committee and a WeQual 2022 Finalist for Marketing, Asia-Pacific.

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.

Conference chairs

Research Professor of Marketing Harald Van Heerde
Research Professor of Marketing


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Professor Maggie Dong
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Professor of Practice Nicolas Chu
Professor of Practice

UNSW, Sinorbus

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Professor Jack Cadeaux
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Headshot of Mathew Chylinski
Associate Professor


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