DE-YAN Becomes First Company to Earn MASB Certification for Experiential ROI
DE-YAN’s ERIC Platform Sets a New Standard for Measuring Experiential Marketing ROI
In a major milestone for the experiential marketing industry, DE-YAN has announced that its Experiential Revenue Impact Calculator (ERIC) has officially received certification from the Marketing Accountability Standards Board (MASB). The platform has also been added to the MASB Marketing Metric Catalog, making DE-YAN the first company to earn this prestigious marketing and advertising standards designation.
The certification validates ERIC as a reliable framework for measuring and predicting the financial impact of experiential marketing campaigns, helping brands move beyond traditional event metrics such as media buzz and attendance numbers.
What Is ERIC?
ERIC, short for Experiential Revenue Impact Calculator, is DE-YAN’s proprietary analytics framework designed to quantify the real business value generated by live brand experiences. The platform evaluates how experiential campaigns influence direct purchases, customer engagement, word-of-mouth marketing, digital amplification, and long-term customer value.
The certification followed an independent research study conducted in collaboration with market intelligence firm Avasta, Inc.. The study aimed to prove a long-standing belief within the industry: immersive brand experiences can generate measurable commercial returns.
According to the findings, the impact exceeded internal expectations and demonstrated that experiential marketing can significantly improve overall marketing performance.
MASB Certification Brings Financial Credibility to Experiential Marketing
ERIC was evaluated under MASB’s Marketing Metric Accountability Protocol (MMAP), a rigorous review process that measures marketing metrics across ten key criteria, including:
- Predictive validity
- Reliability
- Transparency
- Objectivity
- Causality
- Quality assurance
- Sensitivity
- Simplicity
The review concluded that ERIC provides a practical and transparent methodology for calculating both total and marginal ROI from experiential marketing campaigns.
Frank Findley, Executive Director of MASB, stated that the certification introduces “much-needed rigor and transparency” to experiential marketing measurement and helps marketers better validate financial return from brand experiences.
Key Findings from the Study
The study uncovered several insights that could reshape how brands view experiential marketing within the overall media mix:
- 89% of event attendees said the experience directly influenced their purchasing decisions.
- High-quality live experiences improved the performance of other marketing channels by an average of 47%.
- Some underperforming digital campaigns became profitable when paired with experiential activations.
- A case study showed an Instagram Priority Placement campaign moving from a negative 14% ROI to a positive 24% ROI after integration with a live brand experience.
These findings suggest that experiential marketing not only delivers direct engagement but also amplifies the effectiveness of digital, social, and broadcast campaigns.
Hyperion: The Technology Behind the Data
Before ERIC, DE-YAN developed Hyperion, its real-time analytics platform built to capture audience behavior during live activations. Hyperion tracks attendee movement, dwell time, engagement patterns, and participation rates, enabling brands to optimize campaigns while events are still running.
The platform has been deployed across high-profile projects including:
- NBA 2K League All-Star Activation
- Louis Vuitton Beauty
- Puma
During the NBA 2K League All-Star activation in 2025, Hyperion recorded an average attendee dwell time of 42 minutes and a 78% completion rate across the five-stage experience journey.
Why This Matters for CMOs and Marketing Leaders
Historically, experiential marketing has often been viewed as a discretionary branding expense due to limited financial attribution models. DE-YAN believes ERIC changes that perception by giving CMOs and finance teams a standardized framework to evaluate experiential investments with the same level of scrutiny applied to digital advertising or broadcast media.
With ERIC now included in the MASB Marketing Metric Catalog, marketers can better forecast revenue impact before campaigns launch and accurately measure returns after completion.
The Future of Experiential Marketing
DE-YAN argues that experiential marketing should no longer be considered a standalone tactic. Instead, live experiences should be viewed as “marketing multipliers” that increase the effectiveness of every channel in the media ecosystem.
As brands continue seeking deeper customer engagement and measurable ROI, platforms like ERIC may redefine how experiential campaigns are planned, valued, and funded in the future.
The company’s broader vision is clear: shifting the marketing industry from click-based engagement toward authentic consumer connections powered by immersive brand experiences.
