Over the past two years, at our Marketing Oops! Summit 2024 and 2025, Dr. Pratt has not only inspired audiences with his forward-thinking vision but has also empowered Thai marketers to confidently adopt advanced tools such as Marketing Mix Modeling (MMM) and the Measurement 360 framework in practical, meaningful ways.
The most transformative contribution from Dr. Pratt stems from his deep quantitative expertise rooted in Econometrics. He has effectively championed Incrementality Measurement as the new ‘gold standard’ for Causal Measurement a methodology essential in an era constrained by data privacy.
This principle driven through the Measurement 360 framework has moved Thai marketers into an era of transparent, cause-and-effect, data-driven decision-making.For the advertising industry, Dr. Pratt represents a rare and vital combination of visionary leader,expert tech marketer, and enabler. He is a leader who uses scientific rigor to advance the entire industry, ensuring that decisions are driven by data rather than guesswork.
Nathida Ratthanawut
Founder, Marketing Oops!
Pratt is an exemplary leader and a deserving candidate for this award. His profound contributions at Meta Thailand are evident in his leadership on sophisticated data science initiatives like Marketing Mix Modeling (MMM) and 360-degree measurement. He has also tirelessly fostered a culture of knowledge sharing, giving his time and expertise to mentor others and elevate the entire team.
Furthermore, his remarkable ability to demonstrate the value of data has empowered numerous Thai brands to adopt data-driven strategies, directly contributing to their growth. K. Pratt’s dedication to technical excellence, mentorship, and business impact makes him an outstanding and highly qualified individual for this recognition.
Anan Teerabruranapong
Vice President Digital Advertising Association Thailand
Dr.Pratt 
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