> 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 Fader is a professor of marketing at the Wharton School of the University of Pennsylvania. His work focuses on 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 dozens of academic papers, book chapters, and more, Professor Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020), co-author of The Customer Centricity Playbook with Sarah Toms (2018), and co-author of The Customer-Base Audit with Bruce Hardie and Michael Ross (2022). Besides 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 to commercialize his more recent work on “customer-based corporate valuation.” Beyond his focus on customer-oriented activities, Professor Fader has expanded his interests in “quantifying the qualitative” to include employee assessment/management as well. He recently co-founded Incompass Labs to popularize an innovative “incentive-compatible peer assessment system” to bring the same kind of rigor and accountability to human resources that he has brought to marketing for many years. He has won many awards for his research and teaching accomplishments. Among these achievements, he was named by Advertising Age as one of its inaugural “25 Marketing Technology Trailblazers” in 2017 (and was the only academic on the list). Read full faculty bio on Wharton websiteExecutive Education Programs TaughtAnalytics for Strategic Growth: AI, Smart Data, and Customer InsightsHarness 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. Digital Marketing Certificate ProgramDesigned by world-renowned marketing professors at the Wharton School, home of one of the top marketing programs in the country, the online Digital Marketing Certificate program from Wharton helps you develop the digital marketing skills you need to take advantage of the explosive growth in the marketing industry. Managing the Value of Customer RelationshipsLearn how to radically rethink how you develop and implement customer-centric strategies that you can apply to your existing and most valuable customers today. 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.
