An Evening with Professor Peter Fader

Wharton Professor Peter Fader is Returning to Dallas

Peter 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 (https://thetaclv.com/) to commercialize his more recent work on “customer-based corporate valuation.”

Beyond his focus on customer-oriented activities, Professor Fader has expanded his interests in “quantifying the qualitative” to include employee assessment/management as well. He recently co-founded Incompass (https://incompass.io/) to popularize an innovative “incentive-compatible peer assessment system,” which brings the same kind of rigor and accountability to human resources that he has brought to marketing for many years. Fader is the author of three books: “Customer Centricity: Focus on the Right Customers for Strategic Advantage” (2020), “The Customer Centricity Playbook” with Sarah Toms (2018), and “The Customer-Base Audit” with Bruce Hardie and Michael Ross (2022). All three books are currently being translated into Japanese.

He has won many awards for his research and teaching accomplishments. Among these achievements, he was named by Advertising Age as one of its inaugural “25 Marketing Technology Trailblazers” in 2017 (and was the only academic on the list).

Professor Fader will share highlights of his recent research (and commercialization efforts) for two important topics that demand more rigorous approaches than what we see in current practice: (1) predicting customer lifetime value and (2) human resources management. Much of his career has focused on the first topic – developing forward-looking models of customer value, motivating firms to use them, and developing an ever-increasing (and increasingly impactful) set of applications to demonstrate their value in a transparent, accountable manner. More recently he has been bringing similar perspectives (and rigor) to HR assessment and its associated use cases (e.g., learning/development, financial compensation, and desires to optimize organizational efficiency/effectiveness). In this session he’ll cover the challenges to be overcome across these two settings (some that are shared, some idiosyncratic), an overview of the methods involved, some case studies of companies making progress on one or both dimensions, and some longer-term aspirations to bring these two approaches together.

This is a live event and includes a networking reception following Professor Fader's talk, where you will be able to speak with Professor Fader personally.

Cost:

   Gold Members: $35/person (price includes a pre-reception with Professor Fader from 4:30 to 5:30)

   Other Club members: $50/person

   Non-members:  $75/person

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