Dr.Pratt

“In a world without measurement, marketing is just a game of luck.”

By

Pratt Hetrakul

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Voices from the Academia

“As one of my former students at Chulalongkorn University, I am proud to see Dr. Pratt Hetrakul’s journey from academic excellence to global impact. Through alumni talks and guest lectures at Chulalongkorn, Sasin, AIT, and Thammasat, he has inspired countless students by sharing practical frameworks such as Robyn MMM and Measurement 360, guiding careers at the intersection of data, technology, and business. Building on his foundation in transportation science and optimization, Pratt brings systems thinking and engineering rigor to marketing measurement, developing scalable, data-driven approaches. As a Marketing Scientist at META, he has localized global methodologies for SMEs, enterprises, and education — strengthening Thailand’s digital competitiveness and positioning the country as a leader in MarTech innovation across Asia-Pacific”.

Dr.Manoj Lohatepanont

Vice President, Chulalongkorn University

“I have collaborated with Dr. Pratt Hetrakul through my classes at AIT and McGill, where he has inspired students with the practical power of advanced MarTech. Pratt has been the driving force in unlocking Marketing Mix Modeling (MMM) for the Thai marketing ecosystem, taking a once-exclusive methodology and making it usable for SMEs, corporates, and the wider industry. Today, he is widely recognized — both academically and professionally — as the leading voice of MMM in Thailand, with influence extending across Southeast Asia and beyond. By bridging academic rigor, industry leadership, and business transformation, Pratt has elevated marketing from metrics to measurable growth. He is, without question, one of the most innovative technology leaders shaping the future of MarTech”.

Carl Boutet
Founder, Studio RX (Retail Strategy)
Faculty Lecturer, McGill University

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