Clearly, the advent of Event-Based Marketing programs represents an incredible opportunity for bank marketers and a unique challenge for those charged with tracking and measuring the results of marketing campaigns. The very nature of these programs requires that a new, robust approach to performance measurement be adopted - an approach that accounts for the continuous nature of the campaigns and the many possible forms of success.

Fortunately, the tools necessary to build a suitable, sustainable measurement system already exist in the marketplace. Enterprise data warehouses combined with advanced reporting and business intelligence tools will allow the leaders within the Financial Services community to develop robust, flexible, and automated measurement systems and further exploit the opportunities presented by Event-Based Marketing.