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Agenda & Speakers

Driving Customer Loyalty through Personalization

Is your email club and customer marketing still one size fits all? With the proliferation of customer data, how do find more marketable customers and gain the actionable insights you need to deliver personalized, relevant communications at the right time in the right communication channels. We will show you how Houlihan’s Restaurant Group is transforming it’s eClub to 1:1 marketing to increase customer loyalty and drive more restaurant visits.

We will review:

• How Houlihan’s expanded their audience to talk to more current customers they did not know
• Highlights of evaluating and segmenting their customers • How Houlihan’s is building out relevant 1:1 customer experiences
• How they are getting real time access to all customer data and automating personalized loyalty marketing communications

Attendees will learn: 

• How to find more of your current customers you don’t now know
• How to gain customer insights to differentiate your customer experience and increase customer loyalty
• How to get real time access to your customer data and execute and measure your marketing campaigns



Barb Olson, SVP, Loyalty & 1:1 Solutions, Cogensia

Barbara Olson is a seasoned marketing executive and loyalty marketing leader with over 20 years of experience driving company sales and profitability through effective, measurable, data-driven marketing initiatives that acquire, retain, and build relationships with profitable customers. Today, Barb leads the Loyalty & 1:1 marketing practice at Cogensia.  This group turns actionable customer insights into business driving strategies to grow customer relationships.  Much of Barb’s work is about helping clients engage customers with relevant experiences and communications to differentiate their brands, supported by Cogensia analytics and customer management platform. 

Prior to joining Cogensia, Barb worked for Best Buy leading and revamping their loyalty program, and spent 10 years with Carlson Marketing managing numerous client brands including: Visa USA, Hallmark, AMC Theatres, Great Clips, Carlson Hotels Worldwide, TGI Friday’s restaurants, and Radisson Seven Seas Cruises.  

Barb is married with 3 sons, active in her local church and community and is an avid golfer and outdoor lover. 

Jodi Bertram, Director of Marketing, Houlihan’s Restaurant Group

A proven marketing, advertising and communications professional, Jodi has 20 years of experience in various industries, with a focus on hospitality.   She recently re-joined Houlihan’s after being on the team from 2004 – 2007.  Most recently, she has been a marketing consultant, and then at Applebee’s Services Inc., where she led campaigns for Brand Management and then directed Menu Strategy. 

A key focus is to align marketing goals to match desired consumer expectations and experience – which includes using data to understand customer behavior and leverage appropriate trends.



Agenda Overview

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