Peter Fader

Who is 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. 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.