Theta is Your New Business Oracle, Helping You See the Future of Your Customers

We deliver the insight for better, bolder business decision-making

A mission to transform business

Theta transforms business through the discovery, understanding, and application of predictive customer value insights

Theta is a predictive customer value analytics company that leverages the Customer-Based Corporate Valuation® (CBCV) and Customer Lifetime Value (CLV) frameworks to provide unrivaled and actionable insights into customer behaviors as well as overall company health and how it can be enhanced. 

The company was founded by Peter Fader and Dan McCarthy, the masterminds behind these industry-leading customer value models and methodologies, following the successful exit from their first consumer analytics firm, Zodiac, which they sold to Nike in 2018.

With CBCV and CLV at its foundation, Theta’s mission is to guide clients with strategic customer value insights and tactical recommendations so they can make more informed, confident decisions about their business. Unlike other solutions, insights from Theta are guided by the same data geeks and academics who developed the models and frameworks in the first place.

Delivering on our vision

Our clients love partnering with us.

We help investment firms and corporations discover, understand, and apply predictive customer value insights by forecasting  future customer dynamics and behavior – then incorporating cost data to link our insights explicitly and directly to overall company and customer base health.   Our unique data science approach empowers you to make better, bolder business decisions based on an unrivaled understanding of predictive customer valuation and what it means for how well a company is performing.

In addition to the esteem garnered through our work for clients, we have been recognized by top media outlets such as The Harvard Business Review, The Wall Street Journal, Sloan Management Review, Forbes, Bloomberg, CNBC, and more. Our CBCV methodology has been recognized by leading valuation experts, referenced in the latest edition of McKinsey’s “Valuation” and praised by valuation expert Aswath Damodaran.





Our Team

We’re a collection of elite academics, data scientists, geeks, and business whizzes dedicated to helping shape the future of business.

See yourself at Theta

Drive the future of business by helping to decode it.

Join the Theta team and be part of an elite group of academics, data scientists, and all-around cool people dedicated to revolutionizing business through predictive customer value analytics and insights.

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Theta Perspective

Resources, Research, News, Views, and Case Studies from the Theta Team

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