Picture of Peter Fader


Peter Fader

Professor of Marketing , The Wharton School of the University of Pennsylvania

Peter 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” (2012) and more recently coauthored “The Customer Centricity Playbook” with
Sarah Toms. He has won many awards for his research and teaching accomplishments. Among
these accomplishments, 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.