Theta's founders are the go-to experts in CLV, customer-centricity, and customer- based corporate valuation (CBCV). PETER FADER CO-FOUNDER, DIRECTOR, THETA Pete is a professor of marketing at the Wharton School of the University of Pennsylvania. He is the author of three books and a recipient of many research and teaching awards. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. Together with Dan McCarthy, he co-founded Zodiac, a predictive customer analytics firm, before it was acquired by Nike. DANIEL MCCARTHY CO-FOUNDER, DIRECTOR, THETA Dan is an assistant professor of marketing at Emory University’s Goizueta Business School. He is co-creator of the CBCV® methodology, along with Pete Fader, and has received numerous research awards for his work on the topic. He holds a PhD in statistics from the Wharton School of the University of Pennsylvania. Prior to his academic and entrepreneurial career, Dan worked for six years as lead research analyst at a value-oriented long/short hedge fund. P A G E 2 1