Tickets now available! Lunch with Professor Peter Fader!

Date and Time
Thursday, December 12, 2019
11:30am— 1:00pm
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Park City Club
5956 Sherry Ln
Dallas, TX 75225
United States
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Shea Nark

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Shea Nark
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Customer-based Corporate Valuation with Dr. Peter Fader

Dr. 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. Beyond the award-winning academic research on CBCV, he will also briefly discuss how he is commercializing and popularizing it through Theta Equity Partners (, a startup he recently co-founded.

About Professor Fader 
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.

Registration Deadline: Thurs., Dec 5, 2019
Date: Thursday, Dec. 12, 2019
Time: 11:30 AM: Registration
          Noon: Lunch & Program
Location: Park City Club, 5956 Sherry Lane, #1700, Dallas, TX 75225
Cost: Click below for tickets

Non-members: $45/person (Register Below)

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CANCELLATION POLICY: All cancellations must be received by the early registration date BEFORE the event or the attendee who made the reservation may not receive a refund, regardless of participation, due to costs associated with the reservation.


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Park City Club

5956 Sherry Ln, #1700, Dallas, TX 75225, United States,
by public transit by car by bike Walking