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.

Martech Oktoberfest 2026

Choose your tickets

MOF26 ticket

MOF26 + After Party ticket

MOF26 + Hightouch showcase + After Party ticket

MOF26 + Braze & Amplitude showcase + After Party ticket

MOF26 + Hightouch + Braze & Amplitude showcase + After Party ticket