Providing use of on-line, non-downloadable software for use in conducting rewards, special offers, and discount programs to promote the purchase of goods and services of others; providing software as a service (SAAS) services featuring software for use in facilitating customer loyalty and incentive award programs; providing software as a service (SAAS) services featuring software for use in facilitating the advertisement and promotion of goods and service of others; software as a service (SAAS) featuring computer software applications for use in analyzing customer and marketplace data and generating reports of customer and marketplace data; software as a service (SAAS) featuring software for use in creating and delivering personalized customer reward programs