Dr. Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School and one of the world’s foremost authorities on consumer behavior and customer-centered business. His expertise centers on the rigorous analysis of behavioral data to understand and precisely forecast customer shopping and purchasing activities. His pioneering work has established the quantitative methodologies now used to drive customer-centric practices across diverse industries.
Fader, who studied mathematics at MIT, applies his analytical background to working with firms in industries such as telecommunications, financial services, retailing, and pharmaceuticals. His research highlights consistent and often surprising behavioral patterns across these seemingly different domains, which are used to refine managerial applications like Customer Relationship Management (CRM) and sales forecasting. He co-founded the predictive analytics firm Zodiac in 2015, which was successfully sold to Nike in 2018, underscoring the commercial value of his models.
In addition to his academic and advisory roles, Fader co-founded Theta Equity Partners to commercialize his more recent work on "customer-based corporate valuation," translating his unique insights into actionable valuation analyses for investors. He is a recognized thought leader who was named one of Advertising Age’s inaugural "25 Marketing Technology Trailblazers" in 2017, the only academic to receive the distinction.
As a highly sought-after speaker, Dr. Fader delivers insightful and engaging presentations that focus on identifying ideal customers and building customer-centric practices. His books, including the critically acclaimed The Customer Centricity Playbook, serve as the foundation for his practical guidance. His newest book, The Customer-Base Audit, guides business leaders on comprehensively understanding customer behavior and health, providing the crucial data needed for informed decisions and driving sustainable, customer-centric growth.
