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Peter Fader
Frances and Pei-Yuan Chia Professor, Professor of Marketing, Co-Director - Wharton Interactive Media Initiative
Professor Fader's 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 consumer packaged goods, interactive media, financial services, 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.
Many of these cross-industry experiences and observations are currently being channeled towards the development of the Wharton Interactive Media Initiative (http://whartoninteractive.com/), a bold new research center that aims to revolutionize current thinking and managerial practices within the media/entertainment/e-commerce industries.
Professor Fader believes that marketing should not be viewed as a “soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments
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| Current Research Papers |
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Peter Fader, Bruce Hardie, Yuzhou Liu (2010), Customer Retention Dynamics in a Contractual Setting: The Paradox of Increasing Loyalty
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Vibhanshu Abhishek, Kartik Hosanagar, Peter Fader (2009), Identifying and Resolving the Aggregation Bias in Sponsored Search Data, Under review at Management Science
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David Schweidel, Eric Bradlow, Peter Fader (2009), Portfolio Dynamics for Customers of a Multi-Service Provider, Under review at Management Science
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Peter Fader, Bruce Hardie, Jen Shang (2009), Customer-Base Analysis in a Discrete-Time Noncontractual Setting, Under review at Marketing Science
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Zhiqiang Zheng, Peter Fader, Balaji Padmanabhan (2009), Inferring Competitive Measures Using Augmented Site-Centric Data, Under review at Information Systems Research
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| Publications |
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Peter Fader, Bruce Hardie (2010), Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity, Marketing Science, 29 (1), 85-93
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Kinshuk Jerath, Peter Fader, Bruce Hardie (2010), New Perspectives on Customer ‘Death’ Using a Generalization of the Pareto/NBD Model, Marketing Science, forthcoming
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Peter Fader, Bruce Hardie (2009), Probability Models for Customer-Base Analysis, Journal of Interactive Marketing, 23 (1), 61-69
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Wendy Moe, Peter Fader (2009), The Role of Price Tiers in Advance Purchasing of Event Tickets, Journal of Service Research, 12 (1), 73-86.
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Sam Hui, Peter Fader, Eric Bradlow (2009), Path Data in Marketing: An Integrative Framework and Prospectus for Model-Building, Marketing Science, 28 (2), 320-335
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| In The News |
| Paid vs. Free Content, Publishing Pains, Apple Tablets and All That..., Knowledge@Wharton, 02/03/2010 |
| Looking at Life as One Big Subscription, New York TImes, 10/11/2009 |
| FCC's Cable TV Ruling: Will the Competitive Landscape Change?, Knowledge@Wharton, 09/02/2009 |
| Free For All? Profits Can Be Elusive Online, NPR, 08/19/2009 |
| Microsoft and Yahoo Are Linked Up. Now What?, New York TImes, 07/29/2009 |
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| Awards |
| AMA 25-year Consortium Fellow Research Excellence Award, 2009 |
| Finalist, O'Dell Award for Best Paper in Journal of Marketing Research, 2009 |
| David Hardin Award for best paper published in Marketing Research magazine, 2007 |
| EXPLOR Award from the American Marketing Association for “the most innovative use of technology that advances marketing research”, 2007 |
| Robert B. Clarke Outstanding Educator Award, given by the Direct Marketing Educational Foundation to honor an academic's overall achievement in direct/interactive marketing, 2007 |
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Course Syllabus
Managing the Value of Customer Relationships (MKTG 768) |
Course Syllabus
Applied Probability Models in Marketing (MKTG 476/776, STAT 476) |
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| Executive Education |
| Program Faculty, Competitive Marketing Strategy |
| Program Faculty, Marketing Metrics: Linking Marketing to Financial Consequences |
| Program Faculty, Pricing Strategies: Measuring, Capturing and Retaining Value |
| Program Faculty, The CFO: Becoming a Strategic Partner |
| Program Faculty, Essentials of Marketing |
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Knowledge@Wharton  |
| Bing Gives Microsoft a Boost, but Can It Compete with Google? (08/05/2009) |
| Cable TV Follows Its Subscribers to the Internet (07/22/2009) |
| Leaving 'Friendprints': How Online Social Networks Are Redefining Privacy and Personal Security (06/10/2009) |
| Advertising Yourself: Building a Personal Brand through Social Networks (04/15/2009) |
| All That Twitters Isn't Gold: A Popular Web Application in Search of a Business Plan (04/15/2009) |
| Best Buy vs. Wal-Mart: Is There Room for Both, and Others? (04/01/2009) |
| Time for a Data Diet? Deciding What Customer Information to Keep -- and What to Toss (03/18/2009) |
| Urgent Deadline for Newspapers: Find a New Business Plan before You Vanish (01/07/2009) |
| When the Going Gets Tough, the Tough Don't Skimp on Their Ad Budgets (11/26/2008) |
| Opportunities -- and Obstacles -- for the B2B Market in Tough Economic Times (10/29/2008) |
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Research Interests:
Using behavioral data to understand and forecast shopping/purchasing activities across a wide range of industries. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products.
Current Projects:
New papers available at http://www.ssrn.com/author=116528
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