In recent inquiries and discussions with clients about intelligence-driven loyalty, my researcher Emily Murphy and I have gotten a lot of questions about gamification. Specifically, how they should — or shouldn’t — be incorporating it into their loyalty programs and strategies. Gamification is a pretty hot buzzword right now, and no matter what industry you’re in, you’ve probably noticed it being thrown around. Broadly, gamification is the application of gaming principles to a traditionally non-game activity in order to drive a desired behavior. As it relates to loyalty, gamification provides a way for marketers to encourage loyalty members to engage and to share information about themselves. For example, earning rewards points and badges for sharing products with friends on Twitter, filling out a poll about customer preferences, or checking-in on foursquare and Facebook Places.