Peter Fader

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise lies in analyzing behavioral data to understand and predict customer shopping and purchasing activities across various industries, including telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals. Professor Fader's research focuses on customer relationship management, customer lifetime value, and sales forecasting for new products, often revealing consistent behavioral patterns across seemingly different domains. Beyond his academic roles, Professor Fader has made significant contributions to the business world. He co-founded the predictive analytics firm Zodiac in 2015, which was later acquired by Nike in 2018. He also co-founded and currently runs Theta Equity Partners, commercializing his work on "customer-based corporate valuation." Fader is the author of "Customer Centricity: Focus on the Right Customers for Strategic Advantage" and co-author of "The Customer Centricity Playbook." His expertise has been recognized by major media outlets, and in 2017, he was named one of Advertising Age's inaugural "25 Marketing Technology Trailblazers," being the only academic on the list.