Peter Fader Co-founder and Director, Theta Professor of Marketing, The Wharton School, University of Pennsylvania We partnered with our friends at Theta for this ebook. Meet the experts Madeline Lee Analyst, Center of Value, Qualtrics Daniel McCarthy Co-founder and Director, Theta Assistant Professor of Marketing at Emory University’s Goizueta Business School Topher Mitchell Manager, Center of Value, Qualtrics