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 built on the Customer-Based Corporate Valuation® (CBCV) model to provide unrivaled and actionable insights into customer behaviors that hold the key to future potential. 

The company was founded by Peter Fader and Dan McCarthy, the masterminds behind the industry’s pre-eminent 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 at its foundation, Theta’s mission is to guide our clients with strategic insights and tactical recommendations so they can make more informed, confident decisions about their business. Unlike other solutions, our insights are guided by the same data geeks and academics who developed them in the first place, and we are not afraid to kick up some dust: Out of the gate, our market-moving, no-holds-barred analyses of major direct-to-consumer companies like Blue Apron and Wayfair set off a firestorm of controversy and grabbed the attention of corporations, investors and major media outlets alike. But it’s our “proof is in the pudding” approach that keeps our clients coming back.

Delivering on our vision

Our clients love partnering with us.

Companies we work with are empowered to make better, bolder business decisions based on unrivaled predictive customer valuation.

In addition to the esteem garnered by our clients, our work has been recognized by top media outlets like The Harvard Business Review, The Wall Street Journal, Forbes, Bloomberg, CNBC, and more.

Our CBCV methodology has been recognized by leading valuation experts and referenced in the latest edition of McKinsey’s “Valuation” and Aswath Damodaran’s paper “Going to Pieces: Valuing Users, Subscribers, and Customers.”





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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