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Peter Fader

Peter Fader
Peter Fader is Professor of Marketing at the Wharton School of the University of Pennsylvania. He focuses on topics such as of customer lifetime value of the customer, and strategies that arise from it. He is the author of two books: “Customer Centricity: Focus on the Right Customers for Strategic Advantage” (2012) and “The Customer Centricity Playbook” (2018).He 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.

CX Metrics Aren’t Customer-Centric, But Should Be. Learn How

3 steps to boost your Customer Experience strategy and make it truly customer-centric. By Peter Fader and Sarah E. Toms Picture this: Your CEO signs…

The Skinny on “Fattening Up” Customers

I often use the metaphor of fishing as a way to explain new customer acquisition. From the firm's perspective, there is a great big...

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