Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers on 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.
In addition to his various roles and responsibilities at Wharton, 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 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, coauthor of The Customer Centricity Playbook with Sarah Toms, and coauthor of The Customer-Base Audit with Bruce Hardie and Michael Ross. He has won many awards for his research and teaching accomplishments.
Bruce G.S. Hardie is a Professor of Marketing at London Business School. For most of his career, his research has focused on developing tools for analyzing customer and marketing data. He has worked with market research firms and their clients on the development of marketing analytics solutions for new product sales forecasting and marketing mix analysis. He has collaborated extensively with Pete Fader, developing a number of key customer analytics tools for computing customer lifetime value (CLV) that have been used by thousands of data scientists and researchers around the world. He teaches courses on customer and marketing analytics, and the data-driven enterprise.
Michael Ross is a data agitator: He is currently SVP retail data science at EDITED, and a non-exec director at Sainsbury’s Bank, Domestic & General and N Brown Group plc. He has co-founded businesses including ecommera, DynamicAction and figleaves.com, and was also a consultant at McKinsey and Company. Michael has an MA in Mathematics from the University of Cambridge. He is also an Executive Fellow at London Business School, and is on the commercial board of the Turing Institute.
Sarah E. Toms is Chief Learning Innovation Officer at IMD where she leads the Learning Innovation and AI strategy, and former executive director and co-founder of Wharton Interactive. She is a demonstrated thought leader in the educational technology field, fueled by a passion to find and develop innovative ways to make every learning environment active, engaging, more meaningful, and learner-centered. She has spent more than twenty years as a leader in the technology sphere, and was an entrepreneur for more than a decade, founding companies that built global CRM, product development, productivity management, and financial systems. In addition, she is coauthor with Peter Fader of The Customer Centricity Playbook. She is dedicated to supporting women and girls in the technology field through her work with several women in tech organizations and initiatives.
