A Question for the Travel Sages: How Does SPG Target Elite Customers for Promotions?

This is an open question that goes out to the travel sages out there, like Gary at View From the Wing or Ben from One Mile at a Time.

The Question:

How does Starwood Select Which Targeted Promotions Go To Which Elite Customers?

You see, I am a Platinum member with Starwood.  I have had 15 stays so far just in 2013 alone.  Even though I subscribe to Starwood’s promotions e-mails, I never receive e-mails about targeted or unique promotions except for their standard promotions.  For example, Starwood has the “Power Up” promotion currently underway as a standard promotion, available to any member.  Basically, earn 2,000 bonus starpoints for every 4 nights stayed, for a maximum of 10,000 bonus starpoints.  However, there are more promotions out there.  For example, my co-worker noted to me today that he is a Gold member with Starwood and got an e-mail from the offering him double Starpoints on every upcoming stay.  Why is Starwood not offering me this promotion?  Is it because they are trying to encourage him to make it to Platinum?  In a way, getting him addicted to the crack?  How does they select which promotions go to which customers?

I would be curious to get the insights from some travel thought leaders.