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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 Executive Education

Wharton Online: Introduction to Marketing

Wharton Online: Customer Analytics

Wharton Online: Managing the Value of Customer Relationships

By the Author