Peter Fader

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Peter S. 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.[1] Peter Fader's PHD advisor's advisor (grand-advisor) was John Little (academic). This is a lineage of PHD advisors that includes Morse, Dirichlet, Euler, and the Bernoulli brothers.


Fader 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 behavioral patterns that exist across these industries and other 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.[2][3] He then co-founded (and continues to run) Theta Equity Partners to commercialize his more recent work on “customer-based corporate valuation.”[4]


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: Implement a Winning Strategy Driven by Customer Lifetime Value.

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.[5][6]

Awards and recognitions[edit]

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.


  1. ^ "Peter Fader". Marketing Department. Retrieved 2019-03-07.
  2. ^ Dignan, Larry. "Nike's purchase of analytics firm Zodiac highlights focus on customer lifetime value". ZDNet. Retrieved 2019-03-07.
  3. ^ reporter, Roberto Torres / (2018-03-26). "Swoosh: First Round–backed data analytics firm gets bought by Nike". Philly. Retrieved 2019-03-07.
  4. ^ "How Best Buy, Electronic Arts, and Other Companies Are Leading in the Customer Centricity Movement". MarketWatch. Retrieved 2019-03-07.
  5. ^ Drenik, Gary. "Digital Targeting: Okay, I'm Making It All Up, I Really Don't Know You". Forbes. Retrieved 2019-03-07.
  6. ^ Morgan, Blake. "Customer Centricity With Wharton's Dr. Peter Fader". Forbes. Retrieved 2019-03-07.