Marketing Analytics Symposium – Sydney (MASS) 2020

Marketing Analytics Symposium – Sydney (MASS)

3 – 4 February, 2020

Crossroads of Marketing Analytics: where marketeers and senior executives engage with cutting-edge researchers.

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  • Overview
  • Keynote Speakers
  • Program
  • Advisory Panel
  • Location

Crossroads of Marketing Analytics

Advances in marketing analytics are transforming the world of marketing. The Marketing Analytics Symposium - Sydney (MASS) will bring together business leaders, analysts and practice orientated marketing scholars from around the world to discuss cutting edge research in marketing analytics.

In the surrounds of Sydney Harbour, leading experts will discuss findings, techniques, challenges, and directions for marketing analytics in the coming years.

Topics may include (but not limited to):

  • Advertising, CRM, and CLTV analytics
  • Behavioural profiling, targeting, personalisation, A/B testing
  • Retailing, segmentation, recommendation, retargeting analytics
  • Web, social, mobile and GPS analytics
  • Competitive intelligence, trend, and sentiment analysis
  • Attribution models and path to purchase
  • Instrumentality Analysis
  • Uplift/Netlift modelling
  • Customer churn and attrition modelling
  • Predictive models, text and image mining, AI and marketing analytics
  • Emerging digital, biometric, and neuro-marketing technologies

Register now


Submissions open:
15 July 2019
Submissions close:
21 October 2019
Author notification:
21 - 31 October 2019
20 January 2020

Early registrations open:
15 July 2019
Early registrations close:
30 November 2019
Regular registrations open:
01 December 2019
Regular registrations close:
02 February 2020

Symposium Day 1:
03 February 2020
Symposium Day 2:
04 February 2020
Conference Chair:
Prof. Harald Van Heerde (UNSW)
Conference Co-Chairs:
Prof. Jack Cadeaux (UNSW), A/Prof. Mathew Chylinski (UNSW), Prof. Prac. Nicolas Chu (UNSW, Sinorbis)
Advisory Panel:
Prof. John Roberts (UNSW), Prof. Gary Lilien (Pennsylvania State University), Prof. Prac. Nicolas Chu (UNSW, Sinorbis), Sameer Chopra, Vicky Falconer, Sidney Song

Professor Michel Wedel
University of Maryland

Michel Wedel is the Pepsico Chaired Professor of Consumer Science at the Robert H. Smith School of Business and a Distinguished University Professor at the University of Maryland, College Park. He holds an MS.C. in Biomathematics and an MS.C. in Statistics; he holds a Ph.D. in Marketing from Wageningen University.

Michel has taught a wide variety of courses for BBA, MBA and Ph.D. students on marketing research, marketing analysis and marketing decision making. He is a 12-time winner of the Teaching Excellence award at the Robert H. Smith school of Business, a winner of the Crowe teaching award and was named a University of Maryland Distinguished Scholar-Teacher.

Michel specializes in the development and application of statistical and econometric methods for research in marketing. Some of his more recent work addresses visual marketing using eye-tracking technology. He has written books on market segmentation and visual marketing.

Michel was ranked the most productive economist in the Netherlands and the most productive market researcher in the world. He received the Hendrik Muller Award for outstanding contributions to the social sciences from the Royal Dutch Academy of the Sciences. He received the Charles Coolidge Parlin award for outstanding contributions to the field of marketing research, the Churchill Award for lifetime contributions to the study of marketing research, and the Irwin-McGraw Hill distinguished Marketing Educator Award from the American Marketing Association, and the Buck Weaver award from INFORMS. He is a fellow of the American Statistical Association, the American Marketing Association, and the Institute for Operations Research and Management Science. The University of Maryland has named him a Distinguished University Professor.

Professor Oded Netzer
Columbia University

Professor Netzer's expertise centers on one of the major business challenges of the data-rich environment: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on building statistical and econometric models to measure consumer preferences and understand how customer choices change over time, and across contexts. Most notably, he has developed a framework for managing firms' customer bases through dynamic segmentation. More recently, his research focuses on leveraging text-mining techniques for business applications.

Professor Netzer published numerous papers in the leading scholarly journals. His research won multiple awards including, ISMS Long-term Contribution Award, the John Little Best Paper Award, the Frank Bass Outstanding Dissertation Award, the Society for Consumer Psychology (SCP) Best Paper Award, and the George S. Eccles Research Fund Award. He serves on the editorial board of several leading journals.

Oded teaches several courses including the Core Marketing course, a course on Developing Quantitative Intuition (QI), a masters and doctoral course on Empirical Models in Marketing, as well as several executive education programs. Professor Netzer has won the Columbia Business School Dean’s Award for Teaching Excellence, and the Columbia University GSAC Faculty Mentoring Award to commemorate excellence in the mentoring of Ph.D. students.

Professor Netzer frequently consult to Fortune 500 companies and entrepreneurial organization on strategy, data-driven decision making, marketing strategy and extracting useful information from rich and thin data. He is also collaborating with Amazon’s Analytics and Insight group as an Amazon Scholar.

Download MASS2020 Program
Time Activity

DAY 1 (3rd of February 2020)

8:00 Registration and Light Breakfast
8:55 Acknowledgement of Country
9:00 Welcome Note and Introductions - Prof. Harald Van Heerde (UNSW)
9:05 Plenary Guest Speaker Academic
Video Content Marketing: the making of a clip for Netflix, Prof. Michel Wedel, University of Maryland
9:30 Break

[2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion [Click to read more]

Breakout 1: Online Retailing

Part 1: The Added Value of Data Analytics: Evidence from Online Retailers, Ayelet Israeli, Harvard Business School
“As retailers adopt more advanced analytics solutions, firm competition might gradually be controlled more and more by automatic algorithms, providing a fascinating direction for researchers to understand these effects.”
Part 2: Data Analytics at the Centre of Online Retailing Universe - A case study from The ICONIC, Kshira Saagar, Global Fashion Group
"Data and analytics give insights to providing the best practise and achieving continuous improvement in personalised customer experience; sales and marketing strategy; internal supply chain process and much more!"

Breakout 2: Omnichannel Acquisition

Part 1: Are Groupon Customers Worthwhile? Customer Acquisition via Daily Deals…, Jie Zhang, University of Maryland
“A framework for assessing values of customers acquired via alternative channels and for designing targeted retention promotions by acquisition channel.”
Part 2:How does Performics combine market-first technology and best practice to deliver end-to-end performance marketing solutions?, Jason Tonelli, CEO, Performics Australia

10:35 Break

[2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion [Click to read more]

Breakout 3: Above-the-line promotions

Part 1: Generalizable and Robust TV Advertising Effects, Anna Tuchman, Northwestern – Kellogg
“Brands invest millions of dollars every year in TV advertising, but many managers acknowledge the difficulty in measuring the effectiveness of their ad spending. Our results indicate that most brands in our data are advertising too much.”
Part 2: The relevance of Above-The-Line media in 2020, Joel Trethowan, Managing Director, Alchemy One
“Why a human-led connections design, a hybrid of data and intuition is critical at driving and measuring effectiveness in Above-TheLine media.”

Breakout 4: Online promotion

Part 1: Looking Beyond Sales: Promotion Impact on Profit in Online Retailing, Dominik Papies, Universität Tübingen
“Which brand characteristics are correlated with promotion performance regarding sales, revenue, and profit? …Online retailers cannot maximize unit sales, revenue, and profits simultaneously”
Part 2: Delivering actionable insights and an improved customer experience through data storytelling, Bernie Johnson, Director, Adrenalin Media
“Using data to create a better customer experience is one of the critical drivers of commercial success for brands online. With the mountain of data available and the emerging ubiquity of AI and predictive analytics, many brands are struggling to know where to start. This session will use real-world examples to help organisations prioritise their customer analytics strategy.”

11:40 Morning Tea Break

[2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion [Click to read more]

Breakout 5: Customer Communication Analytics

Part 1: A War on Sugar? Finding the Sweet Spot in Sugar Reduction Strategies, Kristopher Keller, University of North Carolina
Part 2: “Life doesn’t always go according to plan”: encouraging help seeking behaviour in the Murrumbidgee, Carolyn Loton, Director, Juntos Marketing
“Applying an integrated marketing approach to the challenge of stigma and mental illness in regional Australia. Combining a traditional marketing lens with strong community input to help address a significant social issue.”

Breakout 6: Mobile Analytics and Sales Forecasting

Part 1:Utilizing Mobile Browsing Behavior to Predict Store Visit and Customer Journey Progression, Evert de Haan, University of Groningen

Part 2: People-based sales forecasting and the role marketing plays in driving sales, Gagan Batra, Director, Insighten.

13:00 Lunch
14:00 Fireside Chat: The future of Marketing Analytics Join us for an exclusive fireside chat with Steven Scheeler, CEO of Omniscient Neurotechnology and Senior Advisor for McKinsey and Company. As the former Facebook CEO for Australia and New Zealand, he helped to guide Facebook’s unprecedented rise from quirky Silicon Valley success story to media and technology titan. We will discuss with him the evolutions of marketing models, the impact of AI on Marketing analytics and the power of Data when you reach scale.
Speaker: Stephen Scheeler
Moderator: Nicolas Chu, CEO & Founder, Sinorbis
14:30 Panel Discussion: How to step-change industry-academia collaboration Industry and academia have worked together since the industrial revolution. From time and motion studies in the Ford factory 100 years ago through to organisational design in large software enterprise today. Technology has put data and analytics on steroids. The opportunity for industry & academia collaboration is bigger than ever. That said we often get the partnership wrong and the needs of both group can get misaligned.
In this session, we share some home truths of what wrong can look like and more positively, outline principles that enable better synergy and ultimately better outcomes for both parties.
Speakers: Jason Tonelli, Performics Australia; Andy Lark, Group Lark; John Roberts, UNSW, Oded Netzer, Columbia Business School
Moderator: Vijay Solanki, The B’old INtern
15:00 Break

[2 Breakout sessions] Each session will include one academic and one industry presentation, followed by a joint panel discussion [Click to read more]

Breakout 7: Customer Experience

Part 1: Identifying substitution patterns using product reviews, Jörn Boenke, UC Davis
“Our proposed method provides an alternative and easily accessible approach to estimating product substitutability and price sensitivity from consumer generated content alone, without requiring any sales data”
Part 2: Applying AI/ML to Optimise Customer Experience, Madeleine North, Amazon Web Services

Breakout 8: AI and Marketing Analytics

Part 1: Deep Learning Choice Models: Integrating Theory with Artificial Intelligence, Karsten Hansen, University of California, San Diego
“A critique of [machine learning] algorithms in Marketing is the lack of underlying theory – they are black-box algorithms. In truly big data, state-of-the-art AI algorithms can learn the underlying “correct” choice theory”
Part 2: AI, Machine Learning and Attribution: Practical Application in Marketing at IAG, Willem Paling, Director, Customer & Growth Analytics at IAG
"This presentation draws on the experience of in-housing search and programmatic media buying, and applying advanced attribution techniques in advertising at IAG. It will provide a more accessible understanding of some common approaches to application of ML and AI in targeting, and the associated pitfalls. It will share the IAG experience of new opportunities for advanced machine learning and AI in marketing, developing new approaches to econometric modelling and experiment design, providing a causal read on sales impact for all marketing channels."

16:05 Break
16:10 Closing Remarks Day 1
16:20 Networking Reception
17:00 Finish
19:00 Gala Dinner

DAY 2 (4th of February 2020)

8:30 Registration and Breakfast
9:00 Day 2 Welcome and Introductions
9:10 Keynote Day 2 (Leveraging Unstructured (Textual) Data, Oded Netzer Columbia Business School)
9:40 Break

4 Breakout Sessions: Big Data / Machine Learning / Pricing / Text Mining / Location / Motion Analytics [Click to read more]

Room 1: Big Data / Machine Learning

Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions, Ofer Mintz, University of Technology Sydney
“Analytics can be broken down as models and metrics. While most focus in marketing literature on models, metric use is crucial for marketing decision-making.”

Room 2: Pricing

Price Dynamics on Amazon Marketplace: A Multivariate Random Forest Variable Selection Approach, Sharmistha Sikdar, Dartmouth College, Tuck School of Business
“Business press reports Amazon’s usage of sophisticated pricing algorithms which has caused fierce competition between Amazon and 3P sellers.”

Room 3: Text Mining

A Linguistic Analysis of Forward-looking Firm Vocabulary, its Effect on Marketing Intent and on Market Responses, Sudhir Voleti, Indian School of Business (ISB)
“Firms' (specifically, their senior managements) develop worldviews based on how they interpret changing market environments matched to internal firm capabilities.”

Room 4: Location / Motion Analytics

Exercising Self-Control Through Self-Reward, Ran Kivetz, Columbia Business School
“Customary approach in economics & industry is to leverage primarily financial or monetary incentives to promote desired outcomes in a range of consequential domains, including health, education, labor, & prosocial behaviors.”


4 Breakout Sessions: Big Data / Machine Learning / Pricing / Text Mining / Location / Motion Analytics [Click to read more]

Room 1: Big Data / Machine Learning

SKU outlier identification and prediction using supervised machine learning, Martin Hirche, University of Melbourne
“The relationship between distribution and market share consistently appears as a convex and increasing curve, where brands exponentially obtain higher market share with higher distribution.”

Room 2: Price and Product Dynamics

How Complementarity affects Volatility in a Retail Product Network, Jack Cadeaux, UNSW

Room 3: Text Mining

Extracting and analyzing psychological constructs from text data: The example of gender prejudice across languages, David DeFranza, The University of Utah
“Understanding the nature and distribution of prejudicial bias in language can help inform more equitable marketing systems and interventions to reduce prejudice against women.”

Room 4: Location / Motion Analytics

Perils of Location Tracking? Personalized and Interpretable Privacy Preservation…, Natasha Foutz, University of Virginia
“Data collectors need techniques to preserve consumer privacy and advertiser utility before sharing location data with advertisers and facilitate advertisers to become butlers when using data.”


4 Breakout Sessions: Big Data / Machine Learning / Pricing / Text Mining / Location / Motion Analytics [Click to read more]

Room 1: Big Data / Machine Learning

From RFM to LSTM: Predicting customer future with autoregressive neural nets, Thomas Reutterer, WU Vienna University of Economics and Business

Room 2: Price and Product Dynamics

What's Shared on the Web May Affect Product Prices-Evidence…, Tarique Hossain, California State Polytechnic University
“Information gleaned from buyers’ online activity helps sellers adjust price (e.g., dynamic pricing by”

Room 3: Text Mining

Agent Based Models: Developing Flight Simulators for Researchers and Managers, Ian Wilkinson, University of Sydney
“Despite the availability of rich textual information in the online product reviews, the content of these reviews has not been fully utilized to predict the rating of the products and consumer purchase behaviour.”

Room 4: Location / Motion Analytics

On-the-way choice of convenience outlet, Harmen Oppewal, Monash University

11:00 Break

3 Breakout Sessions: Social Ties and Word of Mouth / Price, Promotion and Demand / Image Mining [Click to read more]

Room 2: Price, Promotion and Demand

An Empirical Analysis of Interstore Promotional Elasticity in the US Supermarket Industry, Yuqing Ma, Monash University
“The study investigates the issue of interstore promotional effects on sales in the context of the US supermarket industry. US supermarkets are ​involved in the never-ending promotional environment in the industry as a result of the emergence of alternatives to retail stores.”

Room 3: Image Mining

Brand Image Mining: A Solution for Brand Logo Detection…, Amos Schikowsky, University of Hamburg
“While the number and importance of brand logos in UCG grows, this trend leads to a loss of control over brand impressions for marketeers and a need for logo detection.”


3 Breakout Sessions: Social Ties and Word of Mouth / Price, Promotion and Demand / Image Mining [Click to read more]

Room 2: Price, Promotion and Demand

Dissecting Organic Growth: Category Growth vs. Market Share, Arry Tanusondjaja, University of South Australia, EhrenbergBass Institute for Marketing Science

Room 3: Image Mining

Is Centre the Best Location? An Eye-Tracking Study of Text Message Location…, Junbum Kwon, University of New South Wales
“Text messages in print or video ads are essential for ad persuasion as they are the Brand Differentiating Messages. Ad actioners seems to believe that “centre” is always the best place for text messages.”


3 Breakout Sessions: Social Ties and Word of Mouth / Price, Promotion and Demand / Image Mining [Click to read more]

Room 2: Price, Promotion and Demand

Mood and Consumption Choices: Evidence from Sunshine Data, Andre Bonfrer, Deakin University
“There is a lack of large-scale empirical evidence on the role that transient consumer sentiment has on consumer spending habits”

Room 3: Image Mining

Using Image and Text Mining to Investigate Consumer Engagement…, Iman Ahmadi, The University of Warwick
“More than 1/3 of the world population is active on Facebook and Twitter alone. Firms are interested in this consumer engagement as it enhances consumer satisfaction and loyalty and improves word-of-mouth and sales figures.”

12:35 Lunch

3 Breakout Sessions: Customer Loyalty Analytics / Service Failure / Branding and Advertising [Click to read more]

Room 1: Customer Loyalty Analytics

The Impact of Coalition LP Evolution on Member Purchase…, Wayne Taylor, Southern Methodist University
“Coalition loyalty programs offer incentives to members at multiple businesses (coalition “partners”).”

Room 2: Service Failure

Managing crisis: slicing vs chunking negative news announcements, Ljubomir Pupovac, University of New South Wales
“What drives firms to either make one large recall announcement (chunking) or to make recall announcements piece by piece (slicing)?”

Room 3: Branding and Advertising

Be Typical, But Typical of What? The Role of Sport Event Typicality…, Francois Carrillat, University Technology Sydney
“Marketers are increasingly concerned about the effectiveness of advertisements because consumers’ exposure times to advertising messages is decreasing due to a faster paced lifestyle and a greater competition for their attention.”


3 Breakout Sessions: Customer Loyalty Analytics / Service Failure / Branding and Advertising [Click to read more]

Room 1: Customer Loyalty Analytics / Segmentation

Customer Relationship Management through Goal Setting Features…, Andre Bonfrer, Deakin University
“Use of synthetic control methods to compare outcomes (savings, churn, etc) of customers who set a goal against the outcomes of an artificial (control) consumer being a weighted average of customers who did not set goals.”

Room 2: Service Failure

Service Failure in the Public Transportation Industry: Modeling its Impact on Sales, Marc Fischer, University of Cologne/UTS
“Railway is faced with numerous individual service failures perceived by passengers. For efficient resource allocation, knowledge of sales impact of failures are necessary.”

Room 3: Branding and Advertising

Branded mobile apps, Lara Stocchi, Flinders University
“Effective ‘pull’ advertising medium1, which has transformed the way firms communicate to consumers increasing familiarity and accessibility of brands by prompting context-dependent brand recall on a frequent basis.”


3 Breakout Sessions: Customer Loyalty Analytics / Service Failure / Branding and Advertising [Click to read more]

Room 1: Customer Loyalty Analytics

Market segmentation by exploiting individual-level parameters: A comparison between mixed logit and latent class logit models, Nelyda Campos-Requena, Macquarie University, Australia / Universidad del Desarrollo, Chile / Universidad Católica de la Santísima Concepción, Chile
“We aim to compare the market segment predictions from both the MLM and LC to analyze consumers’ preference heterogeneity by exploiting these individual-level parameters

Room 2: Service Failure

The Long-term Effect of Frequent Product Recalls on the Recalling Firm's Reputation, Sajeev Varki, University of South Florida
“Firms frequently recall their products. Consumers might be insensitive to frequent product recalls. On the other hand, consumers might be more disappointed with frequent product recalls. The answer to the research problem above is unclear.”

Room 3: Branding and Advertising

Attributing Store Traffic to Advertising: The Case of Home Improvement…, Bhoomija Ranjan, Monash University
“Is advertising effective in driving store traffic? How do individual characteristics such as distance-to-store, demographics affect response to own & rival-brand advertising?”

14:50 Break

3 Breakout Sessions: Access-Based Consumption / Segmentation / Natural Experiments [Click to read more]

Room 1: Access-Based Consumption

Content Monetization and Preview Design, Dai Yao, National University of Singapore
“How pay-what-you-want affects content generation and preview design is an urgent question, but neither academics nor practitioners have an answer yet.”

Room 2: Social Marketing/Market Segmentation

Absence Versus Presence-Focused GMO Labeling: Impact on Consumer Choice…, Youngju Kim, Neoma Business School
“Recently, the United States Drug Association made a ruling on GMO labelling that presents theoretically interesting research questions pertaining to the impact of GMO labelling on consumer choice.”

Room 3: Natural Experiments

The Impact of a Mobile Payment App: A Natural Experiment, Steven Lu, The University of Sydney “Does mobile payment improve firms’ performance by boosting the sales or simple replace other payment methods? Does it vary across products and geographical areas? How does it influence impulse purchases?”

Agent Based Models: Developing Flight Simulators for Researchers and Managers, Ian Wilkinson, University of Sydney
“ABM is a new methodology for understanding modelling and managing business systems.”


3 Breakout Sessions: Access-Based Consumption / Segmentation / Natural Experiments [Click to read more]

Room 1: Access-Based Consumption

Is Streaming Killing the Superstar?, Christian Hotz-Behofsits, Vienna University of Economics and Business
“Over the last years, the total number of streams of the world’s biggest artists declined significantly.”

Room 2: Social Marketing/Market Segmentation

Marketing Segmentation Process of Sports Spectator using Post-Hoc Approach, Tatsuru Nishio, Yamaguchi University
“The aim of this study is to show the marketing segmentation process with regard to sports spectators by using the spectator data of sports events.”

Room 3: Natural Experiments

Life Shocks: The Effects on Food Baskets, Fatima Madani, Monash University
“Lack of comprehensive study on the impact of life events, i.e. period of stability Vs. period of instability.”


3 Breakout Sessions: Access-Based Consumption / Segmentation / Natural Experiments [Click to read more]

Room 1: Access-Based Consumption

Up Next: How Playlists Affect Music Consumption…, Nils Wloemert, Vienna University of Economics and Business
“Music consumption is shifting from ownership-based business models (e.g., CDs, downloads) to access-based business models (e.g., streaming services like Spotify).”

Room 2: Social Marketing/Market Segmentation

Market Expansion While Balancing Social and Financial Objectives…, Jarrod Vassallo, The University of Sydney, Professor Ahmed Khwaja, The University of Cambridge; and Professor Jaideep Prabhu, The University of Cambridge
“This paper analyses the targeting, entry and expansion decisions of social enterprises while balancing their dual social and financial objectives in an emerging market high risk and low-resource context.”

Room 3: Natural Experiments

A Theory of Negativity Bias, Jihwan Moon, University of New South Wales (TBC)
“This paper provides a rational model for the negativity bias in a general context and proves the universality of the negativity bias.”

16:25 Closing Remarks Day 2

Day 1


Day 2


Conference Advisory Panel

Professor John Roberts (University of New South Wales)

John Roberts is a Professor of Marketing in the University of New South Wales (UNSW) Business School and a Fellow of the London Business School and Fudan University. He has extensive senior executive experience and the company that he founded, Marketing Insights, an Asian leader in strategic marketing consulting, is now a part of the world's largest marketing information company, A C Nielsen. John is winner of the American Marketing Association's John A. Howard Award, its William O'Dell Award, and its Advanced Research Techniques Best Paper Award. He has also been a Finalist in the John Little Award for the best paper in marketing science three times and the Gary Lilien Marketing Science Practice Prize three times.

John sits on the Editorial Boards of the Journal of Marketing Research, Journal of Forecasting, Marketing Science, International Journal of Research in Marketing, and Australian Journal of Management. He has won the AGSM @ UNSW Business School Distinguished Teacher Award, the Australian and New Zealand Academy of Marketing Distinguished Educator Award, and been Runner Up in the London Business School EMBA Distinguished Teacher Award. John is a Fellow of the Australian Academy of Social Sciences, the Australian Institute of Management, the Australian Marketing Institute, the Australian Market and Social Research Society, and the Australian and New Zealand Academy of Marketing, as well as being a U.S. Harkness Fellow and a Fellow of the U.K. Twenty First Century Trust. John has recently been elected Vice President of Practice, Informs Marketing Science Society (ISMS) for a period of two years.

He has been a visiting professor at Stanford, M.I.T., the University of Hamburg, and the Hong Kong University of Science and Technology. John has served on the Academic Advisory Boards of the Marketing Science Institute (based in Cambridge MA), the Chief Marketing Officers' Council (Menlo Park, CA), the Centre for Brand Management and Marketing (Hamburg), and AiMark (Tilburg), the Applied Economics Bulletin and Quantitative Abstracts in Marketing. He sits on the Australian Research Council's College of Experts.

Professor of Practice Nicolas Chu (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).

Professor Gary Lilien (Pennsylvania State University)

Gary L. Lilien is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State and is Distinguished Professor of Marketing at the University of Technology, He is also cofounder and Research Director of Penn State’s Institute for the Study of Business Markets (ISBM). He received a BS, MS and a PhD from Columbia University in Operations Research. Previously, Prof. Lilien was a member of the faculty at the Sloan School at MIT. His research interests include B2B marketing, Marketing Engineering, market segmentation, new product modeling, marketing mix issues for business products, bargaining and negotiations, modeling the B2B buying process, the implementation of marketing science and innovation diffusion modeling.

He is the author or co-author of more than twenty books (including Marketing Models with Phil Kotler, Marketing Engineering and Principles of Marketing Engineering), as well as over 100 professional articles. He was departmental editor for Marketing for Management Science; is on the editorial board of the Journal of Marketing and the International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces, is on the Advisory Board of the Journal of Marketing Research. He is former Editor in chief of Interfaces, former President as well as Vice President/Publications for The Institute of Management Sciences. He is an Inaugural Fellow of the Institute for Operations Research and the Management Sciences (INFORMS), was honored as Morse Lecturer by INFORMS and received the Kimball medal for distinguished contributions to the field of operations research. He is an Inaugural Fellow of the Informs Society for Marketing Sciences (ISMS) and of the European Marketing Academy (EMAC), where he serves on the Executive Committee as US Representative. He served on the Board of Directors of the American Marketing Association.

He has received honorary doctorates from the University of Liege, the University of Ghent and Aston University. He received the 2008 AMA/Irwin/McGraw Hill Educator of the Year award and the 2012 Gilbert Churchill Award from the AMA for career contributions to the field of Marketing Research. In 2010, the ISMS-MSI Practice Prize for the best applied work in marketing science globally was renamed the Gary Lilien ISMS-MSI Practice Prize in his honor. He received the AMA Interorganizational SIG Lifetime Achievement Award in 2014, was named the EMAC Distinguished Marketing Scholar for the year 2015 and received the Buck Weaver award for work integrating theory and practice in marketing in 2017.

He has consulted for many companies including Arcelor, AT&T, BP, CTCA, Dow, DuPont, Eastman Chemical, Exelon, Federal Reserve Bank, GE, Goodyear, IBM, MarketingNPV, MarketShare, Pillsbury, Pfizer, Pitney Bowes, PPG, Sprint and Xerox.He is a founder and President of the Marketing Analytics consultancy, DecisionPro (

Sameer Chopra

Sameer Chopra is a seasoned Analytics leader, bringing more than two decades of advanced analytics experience spanning Marketing Analytics, Product Analytics, and Customer Analytics.

He is currently an Analytics leader at Apple. Prior to which he was the Chief Analytics Officer at ID Analytics (Symantec) where he led the Data Science Group, building machine learning products for identity theft and credit risk management.

Chopra served as Chief Analytics Officer at GoDaddy, where he led the data science and advanced analytics group, as well as the business analytics teams.

Prior to GoDaddy, he was Chief Analytics Officer for Orbitz Worldwide (now Expedia) where he built the advanced analytics group from the ground up - applying data science across different facets of the organization, helping transform the culture to become more data and analytics driven

Chopra has also held leadership roles at eBay, including leading online marketing analytics for the firm. He has an MS in Operations Research from Massachusetts Institute of Technology (MIT). His undergraduate work in Math & CS was from Allegheny College, where he graduated valedictorian.

He currently also serves on the advisory board of Northwestern University’s Master’s in Analytics program, where he enjoys mentoring students and helping shape the curriculum. He lives in the San Francisco Bay Area (Silicon Valley) with his wife and 2 children.

Vicky Falconer

Vicky leads business development for Big Data & Analytics across ANZ, enabling customers to drive sustainable business outcomes beyond PoC's with data, analytics, machine learning and artificial intelligence.

Prior to AWS, Vicky ran the Insight Driven Organisation Labs (IDO) for Deloitte. IDO labs were designed to help organisations develop a tangible analytics strategy supported by an action plan to accelerate progress. These executive workshops were designed to create alignment, explore potential challenges and explore new ways to deliver quick wins whilst building a long term foundation for value generation.

Sidney Song

Sidney Song is a well-known evangelist and rock star in data-driven digital marketing area in China. (Please click on here for more details about Sidney, in Chinese)

Sidney used to work at Publicis Media Groupe as General Manager of DTI practice, now still consulting for the company.

Prior to joining Publicis Media Groupe, Sidney was Great China’s Chief Business Consultant of Adobe Omniture Business Unit, providing data-driven digital marketing and operations solutions for Chinese, Australian and South-east Asian clients. Before that, Sidney had been working as M&A Director in Omnicom and Leading Consultant in MRM.

Sidney is also founder of WAW China (Web Analytics Wednesday Event in China), and is employed by Beijing University of Aeronautics and Astronautics as guesting professor. He is also an expert committee of Baidu Official Certification Program.

His website is recommended as one of the top 15 web analytics blogs all over the world by Avinash Kaushik in his book "Web Analytics 2.0". His blog accumulates over 2 million readers in past 11 years.


Conference location:
Pier One Sydney Harbour
11 Hickson Road
Walsh Bay
Sydney, NSW 2000

Gala Dinner location:
Dockside Darling Harbour
Cockle Bay Wharf, Wheat Rd, Sydney NSW 2000

Other Accomodation options include:
Radisson Blu Plaza Hotel Sydney
Shangri-la Hotel
Rendezvous Hotel Sydney The Rocks
Mantra 2 Bond Street
Travelodge Hotel Sydney Wynyard
The Tank Stream Hotel
Ibis Sydney