Peter Fader, PhD

Peter Fader

Frances and Pei-Yuan Chia Professor; Professor of Marketing, The Wharton School

Research Interests:

Lifetime value of the customer, sales forecasting for new products, behavioral data


About Peter:

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains.

In addition to his various roles and responsibilities at Wharton, Professor Fader co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta Equity Partners to commercialize his more recent work on “customer-based corporate valuation.”

Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor with Sarah E. Toms of the book The Customer Centricity Playbook. He has been quoted or featured in the New York Times, the Wall Street Journal, the Economist, the Washington Post, and on NPR, among other media. In 2017, Advertising Age named Professor Fader as one of its inaugural “25 Marketing Technology Trailblazers,” and was the only academic on the list.

Read full faculty bio on Wharton website



Customer Centricity: Focus on the Right Customers for Strategic Advantage

Customer Centricity: Focus on the Right Customers for Strategic Advantage

Check out Peter Fader’s book from Wharton Digital Press.


Executive Education Programs Taught:

Business Analytics: From Data to Insights — ONLINE


This three-month online certificate program provides managers and leaders an understanding of how analytics can help improve their decision-making process. This program will help you look at data and identify insights, improve your ability to make predictions for the long term, and prescribe future actions that help make better business decisions.

Customer Analytics for Growth Using Machine Learning, AI, and Big Data


Sharpen your analytics mindset and build competency in the skills needed to oversee data-driven business decisions. Discover how to bridge knowledge and communication gaps that may exist between your data science teams and your organization’s leadership.