See what customers will do tomorrow, so you can make better decisions today.

A mission to transform business

Turning customer insights into business value

Theta uses customer lifetime value (CLV) and customer-based corporate valuation (CBCV) to explain customer behavior, assess company performance, and identify opportunities to improve it.

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 businesses, private equity firms, and investors 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.