Peter Fader
Pete Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers 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.
In addition to his various roles and responsibilities at Wharton, 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.”
Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020, 2012), coauthor of The Customer Centricity Playbook (2018) with Sarah Toms, and coauthor of The Customer-Base Audit (2022) with Bruce Hardie and Michael Ross. He has won many awards for his research and teaching accomplishments.
Courses by the author
Wharton Online: Introduction to Marketing
Wharton Online: Customer Analytics
Wharton Online: Managing the Value of Customer Relationships
By the Author
