Regional reports often rank creators by views or engagement. This is convenient for a summary slide and dangerous for allocation: format, paid support, market price, objective and measurement window differ.
Score against the assigned role
| Dimension | Reference weight | Question |
|---|---|---|
| Audience/role fit | 20–30% | Did the creator reach the intended decision role? |
| Outcome | 20–35% | Did the creator complete the assigned job? |
| Content | 15–25% | Was it accurate, natural and reusable? |
| Operation | 15–25% | Was delivery predictable across the workflow? |
| Risk/commercial | 10–20% | Were rights, conflicts and total cost acceptable? |
Put exclusion gates outside the total
A high score must not offset a serious false claim, concealed conflict, rights breach or refusal of mandatory approval controls. Gates protect the portfolio from “excellent performance” that cannot be safely repeated.
Example action bands
| Result | Action | Condition |
|---|---|---|
| 80–100 | Rebook | No exclusion gate; role is repeatable |
| 65–79 | Conditional rebook | Change format, terms or review controls |
| 50–64 | Hold/test another role | Use a smaller hypothesis |
| Below 50 | Deprioritise | Review only if context changes |
| Gate triggered | Stop/specialist review | Do not compensate with score |
Include total coordination cost
Booking fee alone hides revision cycles, delayed approvals, additional production, usage rights and incident handling. A lower fee can create a higher regional operating cost.
Compare within context
Build cohorts by role, format, market and campaign stage. Do not compare a 30-second TikTok in Vietnam with a two-hour livestream in Thailand on raw views.
Calculate actual cost, not only the Booking fee
Add product, shipping, tax treatment, usage rights, paid-media rights, revision time, missed deadlines and replacement work. A lower fee can become the more expensive partnership once operating cost is visible.
Put creators into action groups
Use the score to rebook, rebook with conditions, test in a smaller role, hold for a different brief or stop. A score with no next action is just a report.
Compare within the same context
Do not rank a specialist explainer against a broad-reach entertainer without accounting for market, role, format, budget and campaign maturity. Benchmark like with like, then explain the exceptions.
Store the result in the regional KOL database and read it beside whole-portfolio campaign analysis.
Pilot the scorecard on one comparable cohort before regional rollout. If it changes no allocation, commercial term or operating condition, the criteria remain too generic.
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