Peter S. Fader

Frances and Pei-Yuan Chia Professor of Marketing, The Wharton School of the University of Pennsylvania
Peter S. Fader


Ph.D., marketing, and M.S., management science, MIT Sloan School of Management

Summary of Experience

Professor Fader is a marketing expert who analyzes behavioral data to understand and forecast customer shopping and purchasing activities, determine customer lifetime value, 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. He has provided expert testimony in litigation, 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. He is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020) as well as coauthor of The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value (2018). He has been on the editorial boards of several journals, including Marketing Science, the Journal of Marketing Research, and the International Journal of Research in Marketing. In addition to his academic career, Professor Fader has brought his customer-oriented expertise to the marketplace in his capacity as co-founder of the predictive analytics firm Zodiac and the customer-based corporate valuation firm Theta.

AG Contacts

Eric Korman