> Peter Fader, PhD Frances and Pei-Yuan Chia Professor; Professor of Marketing, The Wharton SchoolResearch 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 websiteExecutive Education Programs TaughtBusiness Analytics: From Data to InsightsThis 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 DataHarness the power of analytics to transform and strengthen your business strategies. Led by a powerhouse team of Wharton faculty, this multidisciplinary program guides you through the most current skills and best practices to help you overcome real-world challenges by understanding, cultivating, socializing, and employing data. Management Development Program: Develop Your Managerial MindsetReach your potential as a manager through this six-month program that blends hard and soft skills into one holistic learning experience, culminating with a live three-day on-campus experience. The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime ValueIn this book, Wharton School professor Peter Fader and Wharton Interactive’s executive director Sarah Toms, help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.