ISMS Buck Weaver Award
Introduction
Peter S. Fader has won the 2025 Award from the INFORMS Society for Marketing Science
INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: Awards
Posted by: Doug Bowman
ISMS (INFORMS Society for Marketing Science)
2025 ISMS Buck Weaver Award Winner
Peter S. Fader (PhD 1987, MIT) is the Frances and Pei-Yuan Chia Professor at The Wharton School of the University of Pennsylvania. His work has shaped both academic theory and business practice, primarily through the development of customer-data-based models and data driven decision-making approaches. His body of work has transformed how practitioners and academics understand customer behavior and lifetime value, bridging rigorous academic scholarship with real-world business impact. He is a very prominent popularizer of the idea of customer centricity to modern marketing and business practice through his contributions to the theory of marketing science, its implementation in practice, and his work to bridge academia and industry through entrepreneurial activities and outreach. Pete has started several companies to commercialize his models and ideas including Zodiac (acquired by Nike) and Theta in the CLV space, and Incompass Labs focusing on HR analytics. Along with Eric Bradlow, he co-founded the Wharton Customer Analytics Initiative (WCAI), an innovative research center that connected companies with academic researchers.
Pete will be recognized at the 2025 ISMS Marketing Science Conference, June 13-15 in Washington, DC.
The Buck Weaver Award is given to distinguished scholars and practitioners who have excelled in the achievement theory and practice of marketing science. Henry Grady Buck Weaver (1889-1949) (B.S. 1911, Georgia Tech) was Director, Customer Research, at General Motors where he was credited with developing the use of survey questionnaires to investigate customer preferences for automobiles.
This years selection committee was Raji Srinivasan (ISMS Secretary; Texas) (chair), Kusum Ailawadi (ISMS Part-President; Dartmouth), Steve Cohen (past winner; in4mation insights), Lan Lou (ISMS VP Practice; USC), and Rick Staelin (past winner; Duke).
Additional information can be found on the ISMS website: