Peter Fader Frances and Pei-Yuan Chia Professor; Professor of Marketing; Co-Director, Wharton Customer Analytics Initiative

Wharton Faculty & Staff >> Biography

Professor 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 consumer packaged goods, interactive media, financial services, 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.

Many of these cross-industry experiences and observations are currently being channeled towards the development of the Wharton Customer Analytics Initiative (http://whartoninteractive.com/), a bold new research center that aims to revolutionize current thinking and managerial practices within the media/entertainment/e-commerce industries.

Professor Fader believes that marketing should not be viewed as a “soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.