A system and method of targeting users with a reward, offer, or incentive may include selecting at least one reward, offer, or incentive to present to a user by applying at least one rule, restriction, or filter dictated by a merchant to the set to be provided to the user, applying at least one rule, restriction, or filter dictated by a financial institution to the set, and applying a filter to the set to obtain those rewards, offers, or incentives with the highest likelihood of being accepted by the user. At least one parameter of the at least one reward, offer, or incentive is adjusted prior to presentation to the user based on a spending trajectory, user propensity model, user profile information or segmentation criteria, or campaign goal.