Pratt Hetrakul: The Science (& Art) of Marketing | Ep #31

In this episode of The Exponential Show, host Mayank Singh sits down with Pratt Hetrakul, Chief Strategy Officer at Movefast, to unpack how marketing leaders should think about measurement, media effectiveness, and decision-making in an increasingly complex, AI-driven world.With a career spanning analytics, marketing science, and performance measurement, Pratt shares a practitioner’s perspective on what it really means to scale media outcomes, where companies go wrong with measurement, and how leaders can balance data, models, and human intuition when making high-stakes decisions.This conversation is especially relevant for marketers, founders, and business leaders navigating growth in Thailand and Southeast Asia.What we cover in this episodeOrigin story: Pratt’s journey into analytics, marketing science, and strategic decision-makingBuilding a measurement mindset: What “scaling media outcomes” truly means from a measurement perspectiveCommon measurement mistakes: The biggest errors companies make when trying to measure marketing performanceScaling with science: How strong measurement frameworks change campaign outcomes and business decisionsData vs intuition: Balancing models, data, and human judgment in leadership decisionsThe Thailand context: How mature media measurement is in Thailand and the region todayWhat’s next: How measurement is evolving as media, AI, and technology continue to change🎯 Episode SponsorThis episode is supported by True Digital Park, Thailand’s most comprehensive soft-landing platform for international individuals and companies. True Digital Park brings together workspace, community, and ecosystem support to help businesses and talent launch, grow, and scale in Thailand.