Preriit Souda
Director Data Science
Preriit Souda has extensive experience in advanced data analytics , Artificial Intelligence enabled strategic insights, starting with small stint in academic research (in Texas, US) followed by a startup (in Mumbai, India) and then followed by work for TNS India (working for clients in India, Middle East, Asia Pacific etc) and Kantar UK (working for clients in UK, Italy, US, Germany, France, Russia, Middle East, China etc).
Preriit Souda had been a Director: Data Science at Kantar which is one of the biggest market insight companies in the world and part of WPP. He was largely responsible for developing one of the most advanced Data Science departments in Kantar world which went from him being the only consultant to a department of 10 and winning some of the most coveted awards in Market Research and Insights world. Preriit has helped organizations answer different strategic questions by unraveling explicit and implicit human expression through mining of social and digital data alongside other data sources like Consumer surveys, IOT (Internet of Things), CRM, Mobile behavioral data, Weather data, Locational data etc. He has provided real-time analysis of industrial actions, reaction to public TV shows and impact of negative PR and cyber-attacks for different public-sector organizations while his work in the commercial domain has helped develop new products, track brand reputation, create new products, refine marketing campaigns and many others.
Preriit has won several awards including MRS (Market Research Society UK) Grand Prix 2016, MRS New Insights Methodology 2016, MRS Best Research using Social Media 2016 & 2017, ESOMAR Best Paper (Global) 2017, ARF (Advertising Research Foundation, USA) Star-Gold 2014, Best Analytics paper at MRS (India) Annual Conference 2012. Preriit regularly speaks on industry platforms and publishes work, recent appearances include ESOMAR, IIEX, MRS, MRSI, ARF, SRA, WARC, NewMR, AURA etc. Articles include papers for ESOMAR, Admap, CASRO, ARF, WARC & KD Nuggets etc.
