Peter Fader

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania, where he specializes in analyzing behavioral data to forecast customer shopping and purchasing activities. His research spans various industries, including telecommunications, financial services, gaming, retailing, and pharmaceuticals, focusing on critical topics such as customer relationship management and the lifetime value of customers. Fader's work often reveals consistent yet surprising behavioral patterns that transcend different sectors.In addition to his academic role, Professor Fader co-founded Zodiac, a predictive analytics firm sold to Nike in 2018, and currently runs Theta Equity Partners, which focuses on customer-based corporate valuation. He is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and co-author of The Customer Centricity Playbook. His insights have been featured in major publications like The New York Times and The Wall Street Journal, and he was recognized by Advertising Age as one of its inaugural "25 Marketing Technology Trailblazers." At Wharton, he teaches courses such as "Customer Analytics" and "Introduction to Marketing," equipping students with the tools necessary to thrive in today's data-driven marketing landscape.