About
Prof. Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centres on the analysis of behavioural 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 cofounded (and continues to run) Theta to commercialise his more recent work on “customer-based corporate valuation.” Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020, 2012) and coauthor of The Customer Centricity Playbook (2018) with Sarah Toms. He has won many awards for his research and teaching accomplishments.
In this episode with Swami, Prof Fader gives us a peek into the Customer-Base Audit, talking about:
– How A Math Major turned Professor of Marketing
– The Importance of Hard Skills for Marketers
– Understanding Customer Base Audit
– Can we Run Diagnostics on Customer Behaviour?
– Customer Based Audit – The Diagnostics of Marketing
– Applying the Concept of Customer Base Audit
– Customer Based Audits for Contractual Vs Non-Contractual Relationships
– Non-Contractual Businesses Need Customer Based Valuations
– Understanding the Customer at the Granular Level
– The Customer P&L Statement
– Prof. Peter’s Blueprint of Customer Centricity
– Re-engineering Companies for Customer Centric Corporate Culture
– Changing the Fundamentals of Market-Mix Modelling
– The Marketing Department of the Future
– Direct & Indirect Marketing
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Watch the full video episode on YouTube
Listen to the episode
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Connect with
Customer Based Corporate Valuation
The Five Lenses (YouTube Video)
Customer-Base Valuation in a Contractual Setting
Calculating Customer Lifetime for Non-Contract Discrete transactions
Generalizing Latent Attrition Models for Multi-Activity Customer Base Analysis
Uncovering Patterns in Cybershopping
Not All Customers Are The Same
Customer Centric Corporate Culture
Customer Centric Mobile Marketing
People Mentioned
Companies / Institutions Mentioned
Books / Show Mentioned
Customer Base Audit by Prof. Peter Fader, Bruce Hardie & Michael Ross
Designing the Customer Centric Organization by JR Galbraith
Customer Centricity by Peter Fader and Sarah Toms
Show Notes
How A Math Major turned Professor of Marketing
The Importance of Hard Skills for Marketers
Understanding Customer Base Audit
Can we Run Diagnostics on Customer Behaviour?
Customer Based Audit – The Diagnostics of Marketing
Applying the Concept of Customer Base Audit
Customer Based Audits for Contractual Vs Non-Contractual Relationships
Non-Contractual Businesses Need Customer Based Valuations
Understanding the Customer at the Granular Level
The Customer P&L Statement
Prof. Peter’s Blueprint of Customer Centricity
Re-engineering Companies for Customer Centric Corporate Culture
Changing the Fundamentals of Market-Mix Modelling
The Marketing Department of the Future
Direct & Indirect Marketing
Prof Fader on Success
Best Advice Prof Fader Ever Received
Advice to an 18-year old at University
What Prof Fader believes that others don’t
Guests for a dream dinner
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