Photo of Peter Fader

Peter Fader

Frances and Pei-Yuan Chia Professor

Co-Director - Wharton Customer Analytics Initiative

Professor of Marketing

Research Interests: lifetime value of the customer, sales forecasting for new products, 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

Links: CV, CoolNumbers.com, Twitter (@faderp), Google Scholar page

Managing the Value of Customer Relationships

Applied Probability Models in Marketing


  • MKTG399 - Independent Study

    MKTG399005 

  • MKTG476 - Applied Probability Models for Marketing

    This course will expose students to the theoretical and empirical "building blocks" that will allow them to construct, estimate, and interpret powerful models of consumer behavior. Over the years, researchers and practitioners have used these models for a wide variety of applications, such as new product sales, forecasting, analyses of media usage, and targeted marketing programs. Other disciplines have seen equally broad utilization of these techniques. The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical.

    MKTG476401  ( Syllabus

    STAT476401 

  • MKTG775 - Managing Customer Value

    As the concept of CRM becomes common parlance for every marketing executive, it is useful to take a step back to better understand the various different behaviors that underlie the development of successful CRM systems. These "behaviors" include customer-level decisions, firm actions, and the delicate but complex interplay between the two. Accordingly this course is comprised of four main modules.

    We start with the discussion of customer profitability - focusing on the concepts of "customer lifetime value" and "customer equity". We will examine how to measure long-run customer profitability in both business-to-customer and business-to-business environments, and the uses of these measures as major components assessing overall firm valuation. Second, we move to the value that the firm provides to its customers - better understanding the true nature of customer satisfaction and its non-trivial relationship with firm profitability. Third, we examine each of the three main components of the firm's management of its customer base: customer acquisition, development, and retention - and the complex resource allocation task that must be balanced across them. Finally, we conclude with a discussion of various tactical and organizational aspects of customer relationship management.

    MKTG775001  ( Syllabus

  • MKTG776 - Applied Probability Models in Marketing

    This course will expose students to the theoretical and empirical "building blocks" that will allow them to develop and implement powerful models of customer behavior. Over the years, researchers and practitioners have used these methods for a wide variety of applications, such as new product sales forecasting, analyses of media usage, customer valuation, and targeted marketing programs. These same techniques are also very useful for other types of business (and non-business) problems. The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical.

    MKTG776001  ( Syllabus

  • MKTG995 - Dissertation

    MKTG995005 

    MKTG995018 

  • MKTG999 - Supervised Independent Study

    Requires written permission of instructor and the department graduate adviser.

    MKTG999005