Peter Fader

Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. He is also the academic Co-Director of the Wharton Customer Analytics Initiative, an academic research center focused on the development and application of customer analytic methods.

Fader's research is based on the analysis of behavioral data to understand and forecast customer shopping and purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, and pharmaceuticals.

Many of these cross-industry experiences led to the development of the Wharton Customer Analytics Initiative, a research center launched in 2011 that serves as a matchmaker between academic researchers and companies that depend on granular, customer-level data for strategic decisions.[1] WCAI is an expansion of Fader's earlier research center, the Wharton Interactive Media Initiative, which dealt with issues related to interactive media and its impact on broader business matters. For example, one of WIMI's projects involved partnering with ESPN to develop a predictive model to project multichannel media consumption across Internet and mobile platforms.[2]

Fader's work has been published in a number of journals in marketing, statistics, and the management sciences, and he serves on the editorial boards of many of them. He has also won awards for his teaching and research accomplishments.[3] In 2009, Fader was named a "Professor to Watch" by the Financial Times, which discussed his interest in "the swathes of hard data consumers generate through their spending habits."[4]

Professor Fader is the author of the book, Customer Centricity: Focus on the Right Customers for Strategic Advantage'' (May 2012).

Professor Fader is also co-founder of a predictive analytics firm.

References

  1. ↑ Finkel, Rachel (17 January 2011). "New Wharton initiative to focus on consumer analytics". The Daily Pennsylvanian. Retrieved 25 March 2011.
  2. ↑ "ESPN Launches Cross-Media Research Platform With 2010 World Cup". Radio Ink. Retrieved 25 March 2011.
  3. ↑ Fader, Peter. "Peter Fader - The Wharton School". Personal CV. The Wharton School. Retrieved 2011-03-25.
  4. ↑ Morton-Clark, Seb (26 January 2009). "Peter Fader: How marketing works best with big messy maths". Financial Times. Retrieved 25 March 2011.


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