Loyalty marketing is used to increase wallet share and retention among existing customers, and to attract new customers. Common loyalty marketing platforms help drive retention and acquisition of customers through loyalty cards, membership rewards, discount clubs, advocacy, promotions/offers, referrals and other tactics. These platforms may also enable general-purpose personalization through the construction of a unified customer profile and drive decision-making capabilities around targeted offers. Managed services play a significant role in large enterprises for technology deployment as well as ongoing loyalty operations such as program management and execution.