Peter Fader

About Peter Fader

Peter Fader is the world’s thought leader in customer lifetime value and a co-founder of Zodiac. His research and mathematical models are valued by start-ups and Fortune 500 companies alike. He is a graduate of MIT, professor at the Wharton School, and has more than 25 years’ experience as a consultant to many of the world’s leading brands.

Sending Marketing Back to the Future: Comparing Attribution Modeling and Customer Lifetime Value

The growth in popularity of marketing analytics has led to an explosion of new metrics that (supposedly) capture the effectiveness of marketing activities. But we don’t drive in our rearview mirrors, so why do marketers dwell over what’s already behind them?

By | August 16th, 2017|

Shifting the Goalposts: Reorienting a Company’s Objectives Around Customer Centricity

When it comes to achieving business growth that is both authentic and sustainable, shift the goalposts from traditional revenue-centric metrics by redefining corporate success around a strategy of Customer Centricity and Customer Lifetime Value (CLV).

By | July 31st, 2017|

Lessons from the Road: What One Bad Driver Can Teach Us about Customer Lifetime Value (CLV) Marketing

Achieving success with a Customer Lifetime Value marketing strategy doesn’t happen just because you hired a data scientist or because you purchased a new customer analytics solution.

By | June 26th, 2017|

Cheap Pizza and Cheap Customers- Why You Should Stay Away from Both

“Just because it’s cheaper doesn’t mean it’s better.” This is the tagline highlighted in one of Papa John’s latest commercials. The company is taking aim in a clever way at competitors such as Domino’s that offer pizzas for a few dollars less per pie, presumably by using lower quality ingredients. When it comes to pizza [...]

By | April 13th, 2017|

When Will Retailers Wake Up and Smell the CLV?

Most retailers I speak with complain about Amazon eating their lunch. Their typical response? To engage in lightweight “customer-focused” activities like "Hey, let's do a customer experience campaign!” Or “Let's rearrange the store!” It’s almost as if retailers refuse to go after the solution that would best solve their problems, not just the symptoms. The [...]

By | April 6th, 2017|

How Customer Lifetime Value Can Help Solve the Crisis of Marketing Credibility

This post originally appeared on LinkedIn Pulse. The accusatory cry of “fake news!” has been echoing around the country, whether it’s the president railing against mainstream news networks or everyday people coming across sensational stories on their social feeds. In response, Google and Facebook have both recently announced efforts to eliminate fake stories and ads [...]

By | March 27th, 2017|

Fixing the In-Store Retail Experience: It’s all about AEIOU

For the past few years the retail industry has seen store after store shuttered as shoppers increasingly prefer the convenience of making purchases from their phones and laptops to the in-store retail experience. This recent Capgemini report found that 32% of people surveyed would rather wash dishes than go shopping in a physical retail location, [...]

By | February 23rd, 2017|

How to Become a Data-Driven Marketer in 2017

This post originally appeared on LinkedIn Pulse. As with any new year, there have been several articles posted about resolutions going into 2017. Most of the lists for marketers include a move towards more data-driven methods. However, like many resolutions, a lot of the prescriptions toward this end are vague and treated as afterthoughts, or [...]

By | January 25th, 2017|