Speaker Profile

Peter Fader
Professor of Marketing, The Wharton School / University of Pennsylvania

Peter Fader is an expert in 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. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains.


In addition to his various roles and responsibilities at Wharton, Professor Fader co-founded Zodiac, a predictive analytics firm, which was sold to Nike. 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 (2020) and co-authored The Customer Centricity Playbook with Sarah Toms (2018). He was named by Advertising Age as one of its inaugural “25 Marketing Technology Trailblazers” in 2017, and was the only academic on the list.