In-Person Event with Wharton Professor Peter Fader, joined by his Co-Authors, Bruce Hardie and Michael Ross – The Customer-Base Audit

The Wharton Club of the United Kingdom is honored to welcome Wharton Professor Peter Fader, who will be joined by his co-authors, Bruce Hardie and Michael Ross, for an in-person event in London, at the University Woman's Club, 2 Audley Square, London W1K 1DB, United Kingdom

This is a very special occasion to meet the three Authors of ‘’The Customer-Base Audit: The First Step on the Journey to Customer Centricity’’, as this Event will be the first time they will be together since the publication of their new book by Wharton School Press https://wsp.wharton.upenn.edu/book/the-customer-base-audit/

Following the discussion on Marketing expertise and the book, the event will pursue with a Cocktail, and Wharton Alumni and guests will have time for networking. Refreshments, wines and nibbles will be provided. Join us for a social meeting!

The Customer-Base Audit
Professor Fader will discuss 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 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 global executives.

He will be joined by his co-authors, Bruce Hardie (Wharton Ph.D. alum) and Michael Ross, who will share their perspectives about the notion and practice of a customer-based audit. More information about The Customer-Base Audit can be found at: https://whr.tn/Customer-BaseAudit

Peter Fader


Pete Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers on 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, retail, 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 co-founded (and continues to run) Theta to commercialize 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.

Bruce Hardie


Bruce Hardie is a Professor of Marketing at London Business School. For most of his career, his research has focused on developing tools for analyzing customer and marketing data. He has worked with market research firms and their clients on the development of marketing analytics solutions for new product sales forecasting and marketing mix analysis. He has collaborated extensively with Pete Fader, developing a number of key customer analytics tools for computing customer lifetime value (CLV) that have been used by thousands of data scientists and researchers around the world. He teaches courses on customer and marketing analytics and data-driven enterprise.

Michael Ross


Michael Ross is a data agitator: he is currently SVP of retail data science at EDITED, and a non-exec director at Sainsbury’s Bank, Domestic & General, and N Brown Group plc. He has co-founded businesses including Ecommera, DynamicAction, and figleaves.com, and was also a consultant at McKinsey and Company. Michael has an MA in Mathematics from the University of Cambridge.  He is also an Executive Fellow at London Business School and is on the commercial board of the Turing Institute.