Platform as a service (PaaS) featuring software for advertising, marketing, client relations management (CRM), customer referral programs, and self-service loyalty customer engagement and customer communication services; platform as a service (PaaS) featuring software for self-service customer loyalty programs; platform as a service (PaaS) featuring software for tracking customer loyalty; platform as a service (PaaS) featuring software for use in managing and maintaining information and files over computer networks, intranets and the Internet; platform as a service (PaaS) featuring software for use in administering and managing customer loyalty and incentive award programs; platform as a service (PaaS) featuring software enabling merchants to administer and engage in customer loyalty and incentive award programs and to enable communications between customers and merchants