Netcentives Inc. was founded in 1996 by MBA students Eric Tilenius and Elliot Ng. Two years later, the pair launched their ClickRewards program, which allowed members to earn ClickMiles for purchases made on participating merchant Web sites. In just a few short years, ClickRewards had grown to include more than 4 million members and was the only loyalty network that had exclusive contracts with 10 major airlines to provide frequent flyer miles in exchange for ClickMiles. More than 240 companies including American Express Co., Eddie Bauer Inc., Gap.com, IBM Corp., Hewlett-Packard Co., Nortel Networks, OfficeMax.com, and Victoria's Secret used Netcentives' loyalty marketing programs, e-mail marketing services, and professional services including consulting and marketing plan development.
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