Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. In 2015, Fader cofounded Zodiac, a predictive analytics firm that was acquired by Nike in 2018. More recently, he cofounded Theta Equity Partners, which focuses on customer-based corporate valuation. Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor, with Sarah Toms, of The Customer Centricity Playbook. He has been quoted or featured in the New York Times, the Wall Street Journal, the Economist, and the Washington Post, and on NPR, among other media.
