Who is Pratt?

“Dr. Pratt Hetrakul — redefining marketing science by turning complex data into measurable business growth.”

A Civil Engineer turned Marketing Scientist

I started out in civil engineering, crunching numbers to design structures. But somewhere along the way, I got fascinated by something completely different — why people make the choices they do. That curiosity led me into behavioral economics, where I dove deep into discrete choice analysis for my dissertation. From bridges to behaviors, I shifted gears and found my sweet spot in marketing science. Today at Meta, I get to bring it all together — using data, models, and a bit of human psychology — to help businesses measure what really drives growth.

Education Background

• Assumption College (AC115)
• Bachelor of Science, Civil Engineering, Chulalongkorn University (2005)
• Master of Science, Transportation, University of Southern California (2007)
• Doctor of Philosophy, Transportation Science, University of Maryland, College Park (2012)
  • Dissertation – Discrete Choice Models for Revenue Management
  • Advisor: Cinzia Cirillo
  • Advisory Committee: John Philip Rust, Ali Haghani, Lei Zhang, Paul M. Schonfeld

Journal Publications

• Transportation Research Part E – Dynamic discrete choice model for railway ticket cancellation and exchange decisions (2018)
• Transportation Research Part E – A latent class choice based model system for railway optimal pricing and seat allocation (2014)
• Journal of Revenue and Pricing Management – Customer heterogeneity in revenue management for railway services (2014)
• Journal of Choice Modeling – Accommodating taste heterogeneity in railway passenger choice models based on internet booking data (2013)
• Journal of Revenue and Pricing Management – Discrete choice model for Amtrak Acela Express revenue management (2011)