Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School and founder of Theta Equity.
Dr. Fader developed and systematized the idea of customer-centricity on which Custora is built. His customer-centric analytics company, Zodiac, sold to Nike recently, and he’s since moved into the world of finance and corporate valuation using many of the same statistical models he used to influence marketers.
He’s said before that his mission with the customer-centricity movement is to make CMOs think like CFOs. Now he’s making CFOs think like customer-centric CMOs, with minds tuned to all-important metrics like CLV and customer equity.
In this talk, Fader presents a case study of the corporate valuation of Farfetch using these customer-centric metrics.