DE-YAN Becomes First Company to Earn MASB Certification for Experiential ROI

DE-YAN's Experiential Revenue Impact Calculator (ERIC) has received certification from the Marketing Accountability Standards Board (MASB) and has been added to the MASB Marketing Metric Catalog, marking an industry-first achievement in measuring the business value of live experiences with the same rigor applied to digital and traditional media, according to the company.

DE-YAN is the first firm to attain this marketing and advertising standard designation. The certification results from an independent study conducted in collaboration with the market intelligence firm Avasta, Inc., which aimed to quantify the long-held belief within the experiential marketing industry that effective live brand experiences generate measurable commercial value. Findings from the study exceeded the researchers' expectations.

Stephen Martell, Chief Innovation Officer at DE-YAN, noted that many brands traditionally assess their events based on overall impression rather than their direct impact on sales. He expressed pride in the capabilities ERIC provides, allowing brands to predict and quantify the revenue value of each experience both before and after execution.

ERIC was evaluated using MASB’s Marketing Metric Accountability Protocol (MMAP), which rigorously assesses metrics based on ten characteristics including relevance, predictive validity, and reliability. The protocol determined that ERIC offers a practical framework for evaluating the return on investment for experiential marketing, taking into account direct purchases, digital amplification, and more.

Frank Findley, Executive Director of MASB, highlighted the need for improved financial attribution in experiential marketing and praised ERIC for its analytic approach. The certification represents a significant shift for an industry that has often relied on anecdotal evidence, allowing brands to better predict and assess the economic impact of their experiential campaigns.