Customer-Centric Marketing Strategy

Professor Peter S. Fader’s research interests fall in areas of 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.

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. Professor Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and co-author with Sarah E. Toms of the book The Customer Centricity Playbook. He has been quoted or featured in the New York Times, the Wall Street Journal, the Economist, the Washington Post, and on NPR, among other media. In 2017, Professor Fader was named by Advertising Age as one of its inaugural "25 Marketing Technology Trailblazers" and was the only academic on the list.