Pratt Hetrakul

Pratt Hetrakul, a speaker at IIEX APAC 2024, discusses the relevance of regression-based analysis in marketing, specifically the Marketing Mix Model (MMM). He challenges the notion that MMM is only for brand-oriented advertisers, emphasizing its benefits for performance-driven advertisers. Pratt emphasizes the importance of open-source solutions for MMM, providing better visibility and validation. He believes this insight is groundbreaking for the market research community. Pratt is interested in understanding how innovations shape social and business interactions and emphasizes meaningful changes in people's lives through research innovation, whether in car safety, product customization, or marketing. Pratt highlights the need for better integration between consumer insights and product innovation, bridging the gap between research findings and product/service design and production.

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