Listen now (46 mins) | In this show we had the opportunity to talk to Peter Fader and Dan McCarthy. Peter is well known for his work around customer centricity and customer lifetime value. He has written several research papers and a book on that topic and is a professor of marketing at the Wharton School of the University of Pennsylvania. Dan McCarty is a PHD and co-founder of the company called Zodiacmetrics.com where he partners with Peter to help customers solve marketing challenges.