A method and system for administering a loyalty marketing program (i.e., frequent buyer program) by using a government-issued identification card, such as a driver's license, as the frequent buyer redemption card. The data encoded onto the card may include a driver's license number, as the person's name and birth date. This information is used to tap into third party databases to gather further identification or demographic information about consumers. Incentives can be awarded in an efficient, personalized, and timely manner. Cost-effective and customer friendly administration of frequent-buyer incentive programs for marketing of goods and services is achieved.