A little over three years ago, a group of Kobie employees sat around a whiteboard working through an extensive list of goals for the next evolution of our loyalty platform – Alchemy™. We realized quickly that we needed to “define what exactly “social” loyalty means to us, our business, and our clients.” More specifically, we started tackling the challenge of quantifying tangible rewards for historically intangible (immeasurable) behavior – such as social brand advocacy – and how to leverage....