Software as a service (SAAS) services featuring software for use in the casino, restaurant, food and beverage, hotel and lodging, specialty club and guest services industries for managing business operations, managing and generating advertising and promotional campaigns with real time evaluation of the effectiveness of marketing campaigns, processing of credit card and other financial transactions, booking of events, managing inventory, managing customer interaction by mobile smart phone, providing customer access to merchant websites for barcode gift certificates, redeemable rewards and barcode based invoice payment; maintenance and updating of computer software