Just about everyone is familiar with how magnets work. Two magnets can either attract or repel one another, depending on which pole each is facing. These dual powers of magnetism – connection and rejection - represent a great metaphor for loyalty program effectiveness. Loyalty, or reward, programs classically have two basic intentions and objectives. One, which is often not applied to greatest effect, is to be an important method of generating customer profile data which can be used for targeted, even micro....