Martech Oktoberfest 2026
Description
A core focus of this year's program tackles the hard operational realities and execution hurdles of artificial intelligence head-on.
While AI undoubtedly represents the current frontier of modern marketing technology, emerging industry research underscores a critical implementation gap that most organisations struggle to bridge. According to Gartner, an estimated 30% of generative AI projects are abandoned shortly after reaching the proof-of-concept stage, while as many as 60% fail to achieve long-term success due to a fundamental lack of AI-ready data infrastructure and clear strategic alignment.
To help your team navigate and overcome these exact hurdles, our practical, hands-on sessions are systematically structured around the MDX (Mapping Data and Experiences) best-practice personalisation methodology. Moving beyond abstract theories and high-level vision statements, this framework offers a pragmatic pathway from technical complexity to execution.
You will walk away with an actionable, step-by-step blueprint designed to achieve operational readiness, establish sustainable data maturity, and effectively transform complex AI capabilities into measurable, long-term commercial impact.
Agenda of the day
8:30 - 9:00 | Registration | |
9:00 – 9:15 | Welcome | Jason Pallant (RMIT), Michaela Aguilar (Helium) |
9:15 - 10:15 | Keynote | Scott Brinker (Chiefmartec) |
Networking break | ||
10:45 - 11:00 | State of Analytics in ANZ | Mark Drasutis (Amplitude) |
11:00 - 11:30 | Intro to MDX - Mapping Data and Experiences | Harold Janson, Puneet Srivastava (Helium) |
Transfer to lunch and technology showcases | ||
12:00 - 13:30 | Lunch and access to sponsor area |
|
12:30 - 13:00 | Technology showcase 1 | Martech Lab | Hightouch |
13:00 - 13:30 | Technology showcase 2 | Martech Lab | Amplitude & Braze |
Transfer to Kaleide Theatre | ||
14:00 - 14:30 | MDX: Data + Metrics | Andrew Reid (Ticketek) |
14:30 - 15:00 | MDX: Audiences + Experiences | Georgie Obst (Hesta) |
15:00 - 15:30 | MDX: Journeys + Campaigns | Nesto Valverde (BP) |
Networking break | ||
16:00 - 17:00 | Future of Martech panel | Andrew Birmingham (Mi3), Scott Brinker (Chief Martech), Georgie Obst (Hesta), Nestor Valverde (BP), Andrew Reid (Ticketek) |
Event closure and transfer to The Oxford Scholar | ||
17:30 - 20:00 | Martech Oktoberfest 🍻🥨🇩🇪 |
Please note that all proceeds from ticket sales will be donated to the RMIT Martech Lab to purchase haptic technologies.
Lineup
Scott Brinker, Martech Analyst, Advisor, Author @ Chiefmartech
Scott is widely recognised as the "godfather of martech". He is a leading analyst, advisor, and pioneer at the intersection of marketing, technology, and organisational management. As the editor of the influential blog chiefmartec since 2008, he is best known for curating the annual Marketing Technology Landscape supergraphic, a definitive industry scoreboard tracking the exponential growth of marketing tools. Author of Hacking Marketing and co-author of The New Automation Mindset, he continues to shape industry strategy, particularly around the rise of Generative Engine Optimization (GEO) and the shift toward context engineering in the age of AI.
Andrew Reid, General Manager, Client Data Solutions @ Ticketek
Georgie Obst, General Manager Digital, Hesta
Nestor Valverde, CRM Regional Manager ANZ - Mobility & Convenience @ BP
Katrina Dunn, Senior Manager - Marketing Technology and Analytics, Australian Retirement Trust
Mark Drasutis, Head of Value APJ @ Amplitude
Harold Jason, Chief Personalisation Officer @ Helium
Puneet Srivastava, Chief Data Officer @ Helium
Andrew Birmingham, Editor CX, Martech, Ecomm @ Mi3
Dr Jason Pallant, Director Marketing Technology Lab @ RMIT University
Tickets for good, not greed Humanitix dedicates 100% of profits from booking fees to charity
