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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

Current Research Papers

Vibhanshu Abhishek, Kartik Hosanagar, Peter Fader, (2009), "Identifying and Resolving the Aggregation Bias in Sponsored Search Data", Under review at Management Science

David Schweidel, Eric Bradlow, Peter Fader, (2009), "Portfolio Dynamics for Customers of a Multi-Service Provider", Under review at Management Science

Peter Fader, Bruce Hardie, Jen Shang, (2009), "Customer-Base Analysis in a Discrete-Time Noncontractual Setting", Under review at Marketing Science

Zhiqiang Zheng, Peter Fader, Balaji Padmanabhan, (2009), "Inferring Competitive Measures Using Augmented Site-Centric Data", Under review at Information Systems Research

Kinshuk Jerath, Peter Fader, Bruce Hardie, (2009), "New Perspectives on Customer ‘Death’ Using a Generalization of the Pareto/NBD Model", Under review at Marketing Science

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Publications

Peter Fader, Bruce Hardie, (2009), "Probability Models for Customer-Base Analysis", Journal of Interactive Marketing, 23 (1), 61-69

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

Peter Fader, Bruce Hardie, (2009), "Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity", Marketing Science, forthcoming

Sam Hui, Eric Bradlow, Peter Fader, (2009), "Testing Behavioral Hypotheses using an Integrated Model of Grocery Store Shopping Paths", Journal of Consumer Research, 36 (3), 478-493.

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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In The News

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

Time for a Data Diet? Deciding What Customer Information to Keep -- and What to Toss, Knowledge@Wharton, 03/18/2009

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Awards

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

EXPLOR Award from the American Marketing Association for “the most innovative use of technology that advances marketing research”, 2007

David Hardin Award for best paper published in Marketing Research magazine, 2007

Paul E. Green Award, 1997, 2006 (given annually by the American Marketing Association for the best article published in the Journal of Marketing Research for its “potential to contribute significantly to the practice of marketing research”), 2006

Best paper award at the Advanced Research Techniques Forum, 2006

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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)

Executive Education

Academic Director, Executive Development Program

Program Faculty, Essentials of Marketing

Program Faculty, The CFO: Becoming a Strategic Partner

Program Faculty, Pricing Strategies: Measuring, Capturing and Retaining Value

Program Faculty, Marketing Metrics: Linking Marketing to Financial Consequences

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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)

Peter Fader
700 Jon M. Huntsman Hall
3730 Walnut Street University of Pennsylvania
Philadelphia , PA 19104
Phone: (215) 898-1132
Fax: (215) 898-2534
faderp@wharton.upenn.edu

Wharton Page

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

Last Modified September 18, 2009