1. A method, implemented in a computer-based information gathering system, of providing an incentive award to a user for visiting a participating web site, the method comprising: registering, at the information gathering system, a user with the information gathering system, including generating a database record to store the user's profile in a profile server, wherein the information gathering system maintains an award point account associated with the user and wherein award points are specific to the information gathering system and are redeemable for a product or a service; allocating, at the information gathering system, award points to a web site proprietor in response to a request to purchase award points, wherein the request is transmitted to a central provider operating in the information gathering system, wherein the web site proprietor operates the participating web site, wherein the participating web site is operated independently of the information gathering system; awarding, at the information gathering system, a selected amount of award points to the registered user for a visit to the participating web site in response to receiving a message from the participating web site, including updating the database record associated with the registered user to allocate the selected amount of award points to the award point account of the registered user, wherein the visit conforms to a business rule; and in response to receiving a redemption order from the registered user, wherein the redemption order requests a product or a service in exchange for a certain amount of award points: (i) placing, at the information gathering system, a purchase order corresponding to the redemption order with the web site proprietor, and (ii) automatically deducting, at the information gathering system, the certain amount of award points from the award account.