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Peter Fader on The Importance of Customer Centricity – Episode 40

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.

Big Breakthrough

  • Peter’s breakthrough came in 1998 when he decided, out of curiosity, to take a model he was using for a kid’s juice drink and, just for fun, apply it to a “dot com” business to see how the patterns would be different. It turns out that the patterns were identical. This was a moment of epiphany for Peter. He began thinking about dipping his toes into other industries with his research.


  • Peter is passionate about his educational idea. He wants to “pay it forward” and help companies gain real clarity on what customer centricity is.

Book of the Day


John’s 3 Key Take-aways

  1. Competitive Advantage is the key to differentiating yourself
  2. Recognize that some customers are better than others
  3. Use the data to mine for lifetime value

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You can download a complete transcript of this entire episode by clicking here.