Peter S. Fader

Frances and Pei-Yuan Chia Professor of Marketing; Co-Director of the Wharton Customer Analytics Initiative, The Wharton School, University of Pennsylvania
Peter S. Fader


Ph.D. and M.S., Sloan School of Management, Massachusetts Institute of Technology; B.S., mathematics, Massachusetts Institute of Technology

Summary of Experience

Professor Fader is a marketing expert who analyzes behavioral data to understand and forecast customer shopping and purchasing activities, determine lifetime value of the customer, and assess customer relationship management activities. His research highlights the consistency of customer behavior patterns across industries, as well as methods for leveraging this information to create more effective marketing strategies. Professor Fader’s experience across industries led to the development of the Wharton Customer Analytics Initiative, a research center that matches academic researchers with companies that depend on granular, customer-level data for important strategic decisions. He has offered expert testimony in litigation involving the file-sharing service Napster, and he has consulted to firms in a range of industries, including consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Professor Fader has published numerous journal articles and book chapters on a variety of marketing and applied-statistics topics, and is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage. He is on the editorial boards of several journals, including Marketing Science, the Journal of Marketing Research, and the International Journal of Research in Marketing.

AG Contacts

Rebecca Kirk Fair