There are many good firms out there that can provide valuable assistance in helping companies understand customer behavior. However, Theta offers some very specific benefits that most other companies can’t offer. First, Theta’s co-founders Peter Fader and Dan McCarthy are considered leading experts in customer value models and methodologies, including CBCV. (Because of their work in this area, they hold the trademark on the CBCV framework.) Both teach the topics, and write and speak on them extensively. They’ve also demonstrated the success of their work in the corporate world with the CBCVs they conduct, as well as by the sale of their previous consumer analytics firm to Nike in 2018. Both are extremely hands on in all aspects of the services Theta delivers. Additionally, Theta’s team of data scientists, software engineers and other professionals go beyond what internal analytics team can typically do. They are able, using Theta’s particular application of the CBCV model, to predict value over very long horizons (5-15 years), and decompose revenue into its four components (acquisition, retention, repeat purchase and spend) to understand key drivers of performance. The team will often do ‘what if’ scenarios using a proprietary-built valuation simulator and can account for seasonality and demand shocks within the analysis. Finally, Theta’s services are customized to each client’s specific needs.