Prof. Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centres on the analysis of behavioural 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.
In addition to his various roles and responsibilities at Wharton, Fader co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then cofounded (and continues to run) Theta to commercialise his more recent work on “customer-based corporate valuation.” Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020, 2012) and coauthor of The Customer Centricity Playbook (2018) with Sarah Toms. He has won many awards for his research and teaching accomplishments.
In this episode with Swami, Prof Fader gives us a peek into the Customer-Base Audit, talking about:
How A Math Major turned Professor of Marketing
The Importance of Hard Skills for Marketers
Understanding Customer Base Audit
Can we Run Diagnostics on Customer Behaviour?
Customer Based Audit - The Diagnostics of Marketing
Applying the Concept of Customer Base Audit
Customer Based Audits for Contractual Vs Non-Contractual Relationships
Non-Contractual Businesses Need Customer Based Valuations
Understanding the Customer at the Granular Level
The Customer P&L Statement
Prof. Peter’s Blueprint of Customer Centricity
Re-engineering Companies for Customer Centric Corporate Culture
Changing the Fundamentals of Market-Mix Modelling
The Marketing Department of the Future
Direct & Indirect Marketing
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Connect with Pro. Fader: https://twitter.com/faderp | https://www.linkedin.com/in/peterfader/
Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/
Connect with Vignesh: https://twitter.com/hrorq
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