We’ve sat in the seat you’re in.
Challenge That was built by hospitality marketing specialists who spent years frustrated by the same problems our clients face - loyalty programs that don’t differentiate, data that’s inaccessible, and insights that arrive too late to act on.
Our credentials
40+ years of combined experience.
We bring over 40 years of combined Loyalty and CRM experience across international sportsbooks, online gaming, land-based casinos, and Australian pubs and clubs. We specialise in three disciplines that work best when they work together: Marketing Strategy, CRM and loyalty, and Data Analysis.
What makes us different.
Loyalty program design isn't just about rewards - it's about influencing behaviour and delivering value for both your members and your business.
CRM isn't just a piece of technology - it's how you manage your member relationships. That's where we start, before looking at platforms.
We're platform-agnostic, so our advice is shaped by what's right for your business - not a vendor.
Data often tells a different story to what we expect. We help you uncover it and turn it into clear action.
Creative matters, but performance matters more. We focus on what actually drives results.
The people behind it
Meet the team.
Fiona Nilsson
Published AuthorMarketing & Strategy
Experienced Marketing Director, and passionate customer champion. Fiona has a solid track record developing successful commercial and marketing strategies with particular focus on category growth, customer acquisition and customer retention.
Kristen Makin
Published AuthorCRM & Loyalty
A highly regarded CRM Specialist with a particular focus on customer strategy and business transformation through MarTech. Kristen has extensive experience designing Loyalty and VIP programs, and developing high performance teams.
Ankur Ghai
Data & Analysis
Experienced Data Scientist empowering businesses to harness the power of data. Ankur thrives on translating complex data into actionable business insights and helps businesses implement data warehousing, data integration, ETL processes and creates predictive CRM data models.
Ready to work together?
Whether you’re looking for loyalty strategy consulting or the ANALYTIQ analytics platform, the first conversation is free.