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Peter Fader

Marketing Consultant & Professor at The Wharton School of the University of Pennsylvania

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Peter Fader Biography

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

Speaking Topics
  • Establishing Competitive Advantage Through Customer Centricity

    More companies – both large and small – are talking about customer centricity as a new management framework that allows them to build stronger (and more profitable) relationships with customers by better understanding their behaviors and anticipating their needs. But firms have different perspectives about what customer centricity really means, and how to best to implement it. Professor Fader will clarify this important concept and convey what executives really need to know about this emerging strategic perspective. He will provide a brief overview of the traditional product-centric approach and some of the evolving concerns arising from it. He will then focus on the nature of customer centricity (e.g., how do a local coffee shop and Starbucks compare to each other?), the key factors in implementing it successfully, and how it can help transform a company and drive profitable growth.

  • How Can Customer Centricity Be Profitable?

    Many experts are touting the virtues of customer centricity as a valuable emerging business model, but there is a lot of confusion about what this concept means – and uncertainty about whether and how it can lead to greater profitability. We dive deep into the profitability question: given the risks and costs of becoming customer centric, how can it be more profitable than the more traditional product-centric approach? We carefully examine the tactical “building blocks” underlying customer centricity (i.e., customer acquisition, retention, and development), and point out some subtle but important insights about the interplay among them. We highlight a number of actionable suggestions to help managers make the most effective and efficient use of each of them.

  • Customer Valuation Finally Comes of Age

    Marketers have been throwing around terms such as CLV, LTV, and a variety of other labels for customer valuation for several decades now. But besides a few notable applications it has been mostly “cheap talk” – either an unfulfilled aspiration on the part of managers, or a "quick and dirty" analysis, lacking proper validation, that is used by a small group within the firm but fails to get traction across the organization. Fortunately, these frustrating days are ending: customer valuation is finally coming to the forefront and it is here to stay. A variety of factors are driving this change, including better customer-level data (far more timely, complete, and accurate than ever before); better computing and IT skills (enabling a broader set of managers to build and use these models), and a stronger competitive imperative (as more firms shift from product• to customer-centric thinking). In this talk we will discuss this important trend, its implications for executives, and cover a few recent examples of companies (both B2B and B2C) that have used customer valuation in surprising ways and with compelling results.

  • Machine Learning Meets Customer Lifetime Value

    As retailers and other firms strive to make more and better use of customer-level data to deliver meaningful and profitable customer relationships, they are starting to rely on a number of emerging methods, including machine learning and customer lifetime value. While both approaches are valuable, there is a lot of confusion about when and how to use each one. With that baseline understanding in place, we'll then dive into understanding customer lifetime value models, with a primary focus on theory balanced with light quantitative support as needed. At the conclusion of this session, you'll understand when and how to apply different models for different business decisions, and have greater confidence to communicate the motivations, modeling process, and outputs to your internal and external stakeholders.

  • Customer-Based Corporate Valuation

    Professor Fader will discuss new ways of valuing corporations from the "bottom up" — i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard "top down" methodologies that dominate current valuation practice. This approach is gaining increasing interest and adoption among a variety of functional areas both inside corporations (e.g., business development, accounting and finance, marketing) and outside of them (e.g., private equity, venture capital, shareholder lawsuits). Customer-based corporate valuation (CBCV) is driving a meaningful shift away from the dangerous (but common) mindset of “growth at all costs” towards revenue durability and unit economics.

    This session will introduce CBCV by first showing how it fits within traditional valuation approaches, then applying it to several publicly traded companies. These examples highlight the growing ability of CBCV to move markets, making it a crucially important methodology for executives and investors to understand and utilize.

  • Customer-Based Corporate Valuation: Recent Updates and Future Projections

    Last time Professor Fader was with us, he introduced his new research agenda focusing on ways of valuing corporations from the "bottom up" — i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard "top down" methodologies that dominate current valuation practice. Since then, this “CBCV” approach has been picking up lots of momentum through new papers and the work that Theta has been doing with investors, corporations, and in its partnerships with various consulting and analytics providers. We will discuss this progress, possible next steps, and its implications for future business practices.

Videos
Books
The Customer-Base Audit: The First Step on the Journey to Customer Centricity

The Customer-Base Audit: The First Step on the Journey to Customer Centricity

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value

Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials)

Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials)

Wharton Executive Education Customer Centricity Essentials: What It Is, What It Isn't, and Why It Matters (Wharton Executive Education Essentials)

Wharton Executive Education Customer Centricity Essentials: What It Is, What It Isn't, and Why It Matters (Wharton Executive Education Essentials)

FAQs
  • HOW TO BOOK Peter Fader?

    Our booking agents have successfully helped clients around the world secure talent like Peter Fader for both live and virtual events for over 15 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers for speaking engagements, personal appearances, product endorsements, or corporate entertainment. Fill out a booking request form for Peter Fader, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get pricing information and check availability for Peter Fader or any other celebrity of your choice.
  • HOW MUCH DOES IT COST TO BOOK Peter Fader?

    Speaking fees for Peter Fader, or any other keynote speakers and celebrities, are determined based on a number of factors and may change without notice. The amount that Peter Fader charges to speak often varies according to the circumstances, including their schedule, market conditions, length of presentation, and the location of the event. The speaker fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire Peter Fader, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • WHO IS THE AGENT FOR Peter Fader?

    All American Entertainment has successfully secured celebrity talent like Peter Fader for clients worldwide for more than 15 years. As a full-service talent booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Fill out the booking request form or call our office at 1.800.698.2536, and one of our agents will assist you to book Peter Fader for your next private or corporate function.
  • WHAT IS A FULL-SERVICE TALENT BOOKING AGENCY?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent Peter Fader or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for Peter Fader or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.
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This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.

If you are the talent and wish to request a profile update or removal from our online directory, please submit a profile request form.

Marketing Consultant & Professor at The Wharton School of the University of Pennsylvania

Travels From:
Philadelphia, PA, USA
Speaking Fee:

Peter Fader Biography

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

Peter Fader Speaking Topics

  • Establishing Competitive Advantage Through Customer Centricity

    More companies – both large and small – are talking about customer centricity as a new management framework that allows them to build stronger (and more profitable) relationships with customers by better understanding their behaviors and anticipating their needs. But firms have different perspectives about what customer centricity really means, and how to best to implement it. Professor Fader will clarify this important concept and convey what executives really need to know about this emerging strategic perspective. He will provide a brief overview of the traditional product-centric approach and some of the evolving concerns arising from it. He will then focus on the nature of customer centricity (e.g., how do a local coffee shop and Starbucks compare to each other?), the key factors in implementing it successfully, and how it can help transform a company and drive profitable growth.

  • How Can Customer Centricity Be Profitable?

    Many experts are touting the virtues of customer centricity as a valuable emerging business model, but there is a lot of confusion about what this concept means – and uncertainty about whether and how it can lead to greater profitability. We dive deep into the profitability question: given the risks and costs of becoming customer centric, how can it be more profitable than the more traditional product-centric approach? We carefully examine the tactical “building blocks” underlying customer centricity (i.e., customer acquisition, retention, and development), and point out some subtle but important insights about the interplay among them. We highlight a number of actionable suggestions to help managers make the most effective and efficient use of each of them.

  • Customer Valuation Finally Comes of Age

    Marketers have been throwing around terms such as CLV, LTV, and a variety of other labels for customer valuation for several decades now. But besides a few notable applications it has been mostly “cheap talk” – either an unfulfilled aspiration on the part of managers, or a "quick and dirty" analysis, lacking proper validation, that is used by a small group within the firm but fails to get traction across the organization. Fortunately, these frustrating days are ending: customer valuation is finally coming to the forefront and it is here to stay. A variety of factors are driving this change, including better customer-level data (far more timely, complete, and accurate than ever before); better computing and IT skills (enabling a broader set of managers to build and use these models), and a stronger competitive imperative (as more firms shift from product• to customer-centric thinking). In this talk we will discuss this important trend, its implications for executives, and cover a few recent examples of companies (both B2B and B2C) that have used customer valuation in surprising ways and with compelling results.

  • Machine Learning Meets Customer Lifetime Value

    As retailers and other firms strive to make more and better use of customer-level data to deliver meaningful and profitable customer relationships, they are starting to rely on a number of emerging methods, including machine learning and customer lifetime value. While both approaches are valuable, there is a lot of confusion about when and how to use each one. With that baseline understanding in place, we'll then dive into understanding customer lifetime value models, with a primary focus on theory balanced with light quantitative support as needed. At the conclusion of this session, you'll understand when and how to apply different models for different business decisions, and have greater confidence to communicate the motivations, modeling process, and outputs to your internal and external stakeholders.

  • Customer-Based Corporate Valuation

    Professor Fader will discuss new ways of valuing corporations from the "bottom up" — i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard "top down" methodologies that dominate current valuation practice. This approach is gaining increasing interest and adoption among a variety of functional areas both inside corporations (e.g., business development, accounting and finance, marketing) and outside of them (e.g., private equity, venture capital, shareholder lawsuits). Customer-based corporate valuation (CBCV) is driving a meaningful shift away from the dangerous (but common) mindset of “growth at all costs” towards revenue durability and unit economics.

    This session will introduce CBCV by first showing how it fits within traditional valuation approaches, then applying it to several publicly traded companies. These examples highlight the growing ability of CBCV to move markets, making it a crucially important methodology for executives and investors to understand and utilize.

  • Customer-Based Corporate Valuation: Recent Updates and Future Projections

    Last time Professor Fader was with us, he introduced his new research agenda focusing on ways of valuing corporations from the "bottom up" — i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard "top down" methodologies that dominate current valuation practice. Since then, this “CBCV” approach has been picking up lots of momentum through new papers and the work that Theta has been doing with investors, corporations, and in its partnerships with various consulting and analytics providers. We will discuss this progress, possible next steps, and its implications for future business practices.

Peter Fader Videos

  • A Call for Customer Centricity with Prof. Peter Fader - YouTube
    Wharton Ready Livecast SeriesCustomer centricity is a way for companies to become laser focused on the needs of customers. What are the ...
  • Why Black Friday Is Bad for Business - Wharton Prof. Peter Fader on ...
    Wharton Professor of Marketing Peter Fader joins Wharton Business Daily to discuss his recent op-ed about why Black Friday is bad for ...
  • The customer isn't always right, but some customers are better than ...
    When he isn't teaching Wharton undergrads how to outsmart the market, Dr. Peter Fader is busting all the myths about marketing -- an industry ...

Peter Fader Books

FAQs on booking Peter Fader

  • How to book Peter Fader?

    Our booking agents have successfully helped clients around the world secure talent like Peter Fader for both live and virtual events for over 20 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers for speaking engagements, personal appearances, product endorsements, or corporate entertainment. Fill out a booking request form for Peter Fader, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get pricing information and check availability for Peter Fader or any other celebrity of your choice.
  • How much does it cost to book Peter Fader?

    Speaking fees for Peter Fader, or any other keynote speakers and celebrities, are determined based on a number of factors and may change without notice. The amount that Peter Fader charges to speak often varies according to the circumstances, including their schedule, market conditions, length of presentation, and the location of the event. The speaker fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire Peter Fader, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • Who is the agent for Peter Fader?

    All American Entertainment has successfully secured celebrity talent like Peter Fader for clients worldwide for more than 20 years. As a full-service talent booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Fill out the booking request form or call our office at 1.800.698.2536, and one of our agents will assist you to book Peter Fader for your next private or corporate function.
  • What is a full-service talent booking agency?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent Peter Fader or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for Peter Fader or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.

Peter Fader is a keynote speaker and industry expert who speaks on a wide range of topics such as Establishing Competitive Advantage Through Customer Centricity, How Can Customer Centricity Be Profitable?, Customer Valuation Finally Comes of Age, Machine Learning Meets Customer Lifetime Value, Customer-Based Corporate Valuation and Customer-Based Corporate Valuation: Recent Updates and Future Projections. The estimated speaking fee range to book Peter Fader for your event is $10,000 - $20,000. Peter Fader generally travels from Philadelphia, PA, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Don Peppers, Denise Lee Yohn, Robert Spector, Dr. Jackie Freiberg and Doug Lipp. Contact All American Speakers for ratings, reviews, videos and information on scheduling Peter Fader for an upcoming live or virtual event.

Peter Fader Speaking Topics

  • Establishing Competitive Advantage Through Customer Centricity

    More companies – both large and small – are talking about customer centricity as a new management framework that allows them to build stronger (and more profitable) relationships with customers by better understanding their behaviors and anticipating their needs. But firms have different perspectives about what customer centricity really means, and how to best to implement it. Professor Fader will clarify this important concept and convey what executives really need to know about this emerging strategic perspective. He will provide a brief overview of the traditional product-centric approach and some of the evolving concerns arising from it. He will then focus on the nature of customer centricity (e.g., how do a local coffee shop and Starbucks compare to each other?), the key factors in implementing it successfully, and how it can help transform a company and drive profitable growth.

  • How Can Customer Centricity Be Profitable?

    Many experts are touting the virtues of customer centricity as a valuable emerging business model, but there is a lot of confusion about what this concept means – and uncertainty about whether and how it can lead to greater profitability. We dive deep into the profitability question: given the risks and costs of becoming customer centric, how can it be more profitable than the more traditional product-centric approach? We carefully examine the tactical “building blocks” underlying customer centricity (i.e., customer acquisition, retention, and development), and point out some subtle but important insights about the interplay among them. We highlight a number of actionable suggestions to help managers make the most effective and efficient use of each of them.

  • Customer Valuation Finally Comes of Age

    Marketers have been throwing around terms such as CLV, LTV, and a variety of other labels for customer valuation for several decades now. But besides a few notable applications it has been mostly “cheap talk” – either an unfulfilled aspiration on the part of managers, or a "quick and dirty" analysis, lacking proper validation, that is used by a small group within the firm but fails to get traction across the organization. Fortunately, these frustrating days are ending: customer valuation is finally coming to the forefront and it is here to stay. A variety of factors are driving this change, including better customer-level data (far more timely, complete, and accurate than ever before); better computing and IT skills (enabling a broader set of managers to build and use these models), and a stronger competitive imperative (as more firms shift from product• to customer-centric thinking). In this talk we will discuss this important trend, its implications for executives, and cover a few recent examples of companies (both B2B and B2C) that have used customer valuation in surprising ways and with compelling results.

  • Machine Learning Meets Customer Lifetime Value

    As retailers and other firms strive to make more and better use of customer-level data to deliver meaningful and profitable customer relationships, they are starting to rely on a number of emerging methods, including machine learning and customer lifetime value. While both approaches are valuable, there is a lot of confusion about when and how to use each one. With that baseline understanding in place, we'll then dive into understanding customer lifetime value models, with a primary focus on theory balanced with light quantitative support as needed. At the conclusion of this session, you'll understand when and how to apply different models for different business decisions, and have greater confidence to communicate the motivations, modeling process, and outputs to your internal and external stakeholders.

  • Customer-Based Corporate Valuation

    Professor Fader will discuss new ways of valuing corporations from the "bottom up" — i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard "top down" methodologies that dominate current valuation practice. This approach is gaining increasing interest and adoption among a variety of functional areas both inside corporations (e.g., business development, accounting and finance, marketing) and outside of them (e.g., private equity, venture capital, shareholder lawsuits). Customer-based corporate valuation (CBCV) is driving a meaningful shift away from the dangerous (but common) mindset of “growth at all costs” towards revenue durability and unit economics.

    This session will introduce CBCV by first showing how it fits within traditional valuation approaches, then applying it to several publicly traded companies. These examples highlight the growing ability of CBCV to move markets, making it a crucially important methodology for executives and investors to understand and utilize.

  • Customer-Based Corporate Valuation: Recent Updates and Future Projections

    Last time Professor Fader was with us, he introduced his new research agenda focusing on ways of valuing corporations from the "bottom up" — i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard "top down" methodologies that dominate current valuation practice. Since then, this “CBCV” approach has been picking up lots of momentum through new papers and the work that Theta has been doing with investors, corporations, and in its partnerships with various consulting and analytics providers. We will discuss this progress, possible next steps, and its implications for future business practices.

Peter Fader Speaker Videos

  • A Call for Customer Centricity with Prof. Peter Fader - YouTube
    Wharton Ready Livecast SeriesCustomer centricity is a way for companies to become laser focused on the needs of customers. What are the ...
    Why Black Friday Is Bad for Business - Wharton Prof. Peter Fader on ...
    Wharton Professor of Marketing Peter Fader joins Wharton Business Daily to discuss his recent op-ed about why Black Friday is bad for ...
  • The customer isn't always right, but some customers are better than ...
    When he isn't teaching Wharton undergrads how to outsmart the market, Dr. Peter Fader is busting all the myths about marketing -- an industry ...
    Peter Fader : "The Customer Centricity Playbook"
    How did global gaming company Electronic Arts go from being named "Worst Company in America" to clearing a billion dollars in profit? They discovered a simple truth—and acted on it: Not all...
  • Peter Fader on Customer Centricity and Why It Matters
    Starbucks and Apple stocks have been trading at record highs, but are these and other businesses doing everything they can to ensure growth over the long term? Peter Fader, Wharton marketing...
    TEDxPenn - Peter Fader - The Lessons and Legacy of Napster

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Speakers Similar to Peter Fader

This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.

If you are the talent and wish to request a profile update or removal from our online directory, please submit a profile request form.

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