When he isn’t teaching Wharton undergrads how to outsmart the market, Dr. Peter Fader is busting all the myths about marketing -- an industry that is currently worth $1.2 trillion annually. He argues that the customer isn’t always right, and his research regarding customer centricity has revolutionized the way that marketers identify the customers that are worth marketing to. But his research extends far beyond the realms of marketing. He believes that a company is only as good as its customers, and that they are the key to properly value a corporation. In fact, a class implementing his customer-based corporate valuation principles beat the Wall Street analysts by a landslide. In 2018, he sold his predictive analytics firm to sportswear giant Nike, and now works as the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. He is the author of two books around his research in customer centricity, and was the only academic featured on Advertising Age’s “25 Marketing Technology Trailblazers.” Peter Fader, a professor at the Wharton School of Business, performed groundbreaking research on customer centricity that revolutionized the marketing landscape. He utilized the techniques he developed on understanding consumer segments and targeted marketing to found a predictive analytics firm Zodiac that was sold to Nike. He now does research on how customer lifetime value can provide better estimations of a company’s worth more so that traditional factors such as its current market value or corporate structure. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx