May 16, 2023 | 12:00 pm - 1:00 pm ET 


MSI Workshop: The Customer-Base Audit

Join us on Tuesday, May 16th for this MSI corporate member-exclusive interactive workshop on understanding customer buying behavior. Corporate members register today to save your spot!

Professor Fader will lead an interactive discussion about his new book, The Customer-Base-Audit: The First Step on the Journey to Customer Centricity (Wharton School Press). First, he will explain the connections between this book and his other research/teaching/consulting activities (including his two previous books and the two companies he has co-founded). Then he will take a deeper dive into some of the primary concepts/frameworks from the book, and will lead a discussion about its implications for marketing executives.

More information about The Customer-Base Audit can be found at:

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Peter S. Fader

University of Pennsylvania

Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His 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 telecommunications, financial services, gaming/entertainment, retailing, 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. In addition to his various roles and responsibilities at Wharton, Professor Fader co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.” Fader is the author of three books: “Customer Centricity: Focus on the Right Customers for Strategic Advantage” (2020), “The Customer Centricity Playbook” with Sarah Toms (2018), and “The Customer-Base Audit” with Bruce Hardie and Michael Ross (2022). He has won many awards for his research and teaching accomplishments. Among these achievements, he was named by Advertising Age as one of its inaugural “25 Marketing Technology Trailblazers” in 2017 (and was the only academic on the list).

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