Abstract: A method and an apparatus to define loyalty programs have been disclosed. In one embodiment, the method includes generating a graphical user interface (GUI) to allow a user to input information for defining a loyalty program (LP), wherein the information includes a name of the LP, a start date, an end date, a plurality of loyalty promotions, a plurality of attributes, a plurality of criteria, and a plurality of actions to be performed, receiving the information from the user, defining a plurality of rules based on the plurality of criteria and the plurality of actions, and defining the plurality of loyalty promotions using the information and the plurality of rules.