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INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: Revisits

Posted by: Hardald Van Heerde

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The Marketing Analytics Symposium Sydney 2026: Call for Papers

The Marketing Analytics Symposium – Sydney (MASS) is an annual event hosted by the University of New South Wales Sydney. MASS 2026 brings together leading marketing executives and academics from around the world to exchange views and research on cutting-edge marketing analytics. We invite you to for MASS 2026 that will take place on 23-24 February 2026 in the heart of beautiful Sydney, Australia. For more information, please visit theÌýto get an idea of the scope and audience for the symposium.

Topics include (but are not limited to):

• New developments in AI & Machine learning for marketing analytics, including generative AI in marketing, large language models, augmented intelligence (chatbots, digital assistants), text/image/video/audio mining
• Marketing effectiveness, including influencer marketing and livestreaming, social media marketing, mobile app marketing, pricing, advertising, promotion, new products and innovation, privacy, blockchain, NFTs, A/B testing, charitable giving, entertainment marketing, healthcare marketing, branding analytics, marketing-finance interface
• Online/offline marketing analytics, including multichannel marketing, retail analytics, targeting and retargeting, behavioural profiling, personalisation, CRM, CLV, churn, predictive models, two-sided markets, sharing economy, digital platforms, user-generated content, firm-generated content, online reviews, word of mouth, customer journey, path to conversion, loyalty programs

• Visual marketing analytics, including reality-enhancing technologies (augmented and virtual reality), eye-tracking, emerging biometric and neuro-marketing technologies

• Competitor analysis, including competitor intelligence, trend, sentiment analysis, choice models
• Marketing in a changing world, including better marketing for a better world, sustainability, the impact of worldwide shocks on marketing, marketing and the business cycle, new technology, brand activism.

The abstracts will be evaluated in terms of (1) usefulness for the real world of marketing analytics, (2) the use of real-world observational data or field experiments (rather than lab experiments or analytical models), (3) the clarity of the writeup, and (4) the rigor of the research.

Important Dates

Submission Deadline: Wednesday 1 October 2025 (Australian Eastern Time)
Author Notification: Wednesday 15 October 2025

Conference Dates: Monday 23 – Tuesday 24 February 2026

Conference Chairs from the University of New South Wales

Mathew Chylinski, Harald van Heerde, Maggie Dong, Nicolas Chu, Jack Cadeaux

Submission information

Please submit abstracts of up to 300 words.
Submission for MASS 2026:

Registration Information

You can register and purchase tickets for MASS 2026 via Eventbrite:

In case of any questions, please contact Harald at h.vanheerde@unsw.edu.au.

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