The Customer-Base Audit: The First Step on the Journey to Customer Centricity

nPeter 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, retailing, and pharmaceuticals. n nIn 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. n nFader 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. n nBruce 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 the data-driven enterprise. n nMichael Ross is a data agitator: he is currently SVP 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.n