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.

  • Overview
  • Keynote Speakers
  • Program
  • Call for Submissions
  • 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.

Time Activity

DAY 1 (3rd of February 2020)

8:30 Registration and Networking Morning Coffee
9:00 Welcome and Introductions (Crossroads of Marketing Analytics: Prof. Harald Van Heerde, UNSW Business School)
9:10 Plenary Guest Speakers: Prof. Michel Wedel, Robert H. Smith Business School, University of Maryland
9:35 Moderated Panel Discussion (Links between industry and academia: Prof. Michel Wedel)
10:00 Break
10:15 Breakout sessions (Session topics: 1. Advertising and CLTV Analytics; 2. Personalisation/Identity Resolution; 3. Retailing Analytics)*
11:15 Break
11:30 Breakout sessions (Session topics: 1. Digital/Internet Marketing Analytics; 2. Competitive Analytics; 3. Attribution Models)*
12:30 Lunch
13:30 Moderated Panel Discussion (Emerging trends and technologies: AI and Marketing Analytics)
14:30 Break
14:45 Breakout sessions (Session topics: 1. Churn Models; 2. Mobile and Geomarketing Analytics; 3. Search Engine Marketing Analytics)*
15:45 Break
16:00 Closing Remarks Day 1
16:15 Networking Reception
17:00 Finish
19:00 Dinner

DAY 2 (4th of February 2020)

8:30 Registration and Networking Morning Coffee
9:00 Day 2 Welcome and Introductions
9:10 Keynote Day 2 (Oded Netzer Columbia Business School)
9:30 Breakout sessions (Session topics: 1. Churn models; 2. Customer Lifetime Value; 3. Path to Purchase; 4. Machine Learning)*
11:00 Break
11:15 Breakout sessions (Session topics: 1. Text Mining; 2. Retail Analytics; 3. Social Media Analytics; 4. Marketing Mix Effects)*
12:45 Lunch
13:30 Breakout sessions (Session topics: 1. Mobile Marketing; 2. Digital Marketing; 3. Field Experiments; 4. Search Engine Optimisation)*
15:00 Break
15:15 Breakout sessions (Session topics: 1. Video Mining; 2. Referral Marketing Analytics; 3. Return on Marketing Investment; 4. Predictive Models)*
16:30 Closing Remarks Day 2
17:00 Finish

* Session topics and schedule are tentative at this stage. These will change, as we get closer to the conference date when individual speakers are confirmed.

The Marketing Analytics Symposium – Sydney (MASS) focuses on practice-oriented research. The goal of MASS is to encourage dialogue between industry and academia. Accordingly, submissions follow a format suited to a mix of industry and academic audiences. The emphasis should be on managerial relevance, results that can improve marketing practice, as well as description of research findings within broader research trends. We encourage you to submit impactful research and present it in a way accessible to expert audiences from industry and academia.

Suggested Topics:
The following topics provide a (non exhaustive) guide for the types of presentations at the MASS. Above all, we seek innovative research that informs marketing practice, and research that has potential to create links between industry and academia.

  • 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

Submission Guidelines (Academic):
To help communicate academic research and build relevance for industry, we invite researchers to submit succinct version of their work using the format of five (5) structured PowerPoint slides*:

  • (Slide 1) - Motivation (What is the research problem; why is it relevant to practice of marketing; how do practitioners benefit?)
  • (Slide 2) - State of Knowledge (What do we know so far; and what is the state of the art in the field; what are the current challenges?)
  • (Slide 3) - Methods (What are the methods used, their advantages and disadvantages for application in industry and academia?)
  • (Slide 4) - Findings (What are the results, and how is practice of marketing improved?)
  • (Slide 5) - Implications (What are the benefits to application of these findings, what are implications for the link between industry and practice, and what are the future research directions?)

*Slides can come with standard format PowerPoint notes not exceeding half a page of notes per slide.

Presentation Guidelines (Academic):
There is no restriction to the number of slides during a 20 min presentation. That is, presenters are free to expand on the relevant aspects of their research from the five submission slides in the presentation. We encourage a focus that will engage both results oriented practitioners, as well as academics through demonstrable rigour.

Criteria for Acceptance (Academic):
Submissions will be evaluated by a panel of researchers and industry professionals for impact, rigour, and communication to expert audiences from industry and academia. Submissions close September 30, 2019 and authors will be notified by October 21, 2019.

Process of Submission (Academic):
Please make your submissions here.

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