I’ve always had a proclivity for marketing and curiosity for patterns. When I met marketing Professor Pete Fader, I didn’t realize what a big impact he would have on my career. At 26, he was one of the youngest professors at the Wharton School, and 10 years later had become one of the school’s favorites – teaching undergrad, MBA, and pHd students.
His research first focused on consumer products, but then shifted into the music and entertainment industry where he served as an expert testifying on behalf of Napster in the late 90s.
As a professor, he engages his students to really think about customers in a way that most people don’t – NOT every customer is the same. Some are far more profitable than others. So how do you lead your organization to truly understand and focus on customer centricity? Pete collaborated with some of his pHd students to help companies do just that.
With two successful data-driven businesses under his belt and 35 years at the finest business school in the world, we have much to learn from this humble leader who likely will never forget your phone number.
If you find numbers interesting, I highly recommend checking out Pete’s super duper old school site: coolnumbers.com
About Professor Pete Fader
Peter S. Fader’s expertise centers around the 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 a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta Equity Partners to commercialize his more recent work on “customer-based corporate valuation.”
Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor with Sarah E. Toms of the book The Customer Centricity Playbook. 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. 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.
