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Linh Peters is the Senior Director of Loyalty Marketing and Strategy at Ulta Beauty. Linh will describe how the nation’s #1 specialty beauty retailer is helping their brand partners develop stronger, more loyal and profitable relationships with their customers by leveraging the data of their more than 20+ million Ultamate Rewards members. She will demonstrate how this beauty retailer has shifted away from discounts by using an “A to Z” approach for analyzing customer data, identifying engagement opportunities, developing and executing targeted promotional strategies, and measuring results via the longer-term change in customer behavior. Through this strategic approach, Ulta Beauty has not only been able to create tremendous upside for their business, but sizable benefits for their brand partners and customers alike.