πŸ€ Clover Talent β€” Event ROI Framework

Should Clover attend this event? Fill the blue inputs β€” every number updates live. Benchmarks & leads researched 2026-07-13.

Event details

Team Travel Planner

Per-attendee travel replaces the old flat β€œflight cost Γ— staff”. Estimates are manual β€” use the search buttons to research live prices, type them in, and label the source. (Built so a travel-data API could fill these later; none is required.)

Hotel estimate

Cost breakdown

A Β· Shared costs & rates

B Β· Opportunity inputs

C Β· Results

Lead Tracker β€” leads, qualification and meeting status

Preloaded for TwitchCon San Diego 2026 (researched 2026-07-13). A lead counts toward expected meetings only if Agency fit is Strong fit or Possible fit. A Confirmed meeting counts as a full meeting (weight 1.0); Tentative counts at the weight below; everything else uses tier weight Γ— booking rate.

Tier weights:

Event Schedule β€” confirmed & tentative meetings

Meetings come from the Lead Tracker (set a lead's meeting status to Tentative/Confirmed and give it a date & time). Edit times here or there β€” same data. Not synced to any calendar: use the .ics / Google Calendar buttons per meeting, or export all confirmed meetings at once. A real Google Calendar/Gmail integration would need OAuth and can be added later.

Strategic-fit scoring (1–5 per category, weights adjustable)

How the score shapes the verdict

Score β‰₯ 3.5 β†’ eligible for GO (needs ROI β‰₯ 100% too). Score 2.5–3.5 β†’ best case CONSIDER even with great ROI. Score < 2.5 β†’ automatic NO-GO, whatever the ROI β€” this guards against chasing short-term money at off-strategy events. Raise a category's weight when it matches the quarter's goal and the total score will follow that category more closely.

Conservative / Base / Upside scenarios

Base = your Evaluator inputs. Conservative/Upside scale the six rate & value assumptions (weighted leads, walk-ups and already-confirmed meetings stay fixed β€” a confirmed meeting doesn't become less confirmed in the conservative case, though its downstream signing/close odds do scale).

Sensitivity β€” ROI when ONE assumption moves (others held at base)

Each row moves one assumption to 70% / 85% / 100% / 115% / 130% of its base value. Booking-rate and lead-count changes only touch modeled meetings β€” confirmed/tentative meetings and walk-ups are unaffected. Commission-rate changes touch only the creator side because the brand input is already an absolute $ commission.

Compare events β€” proposed and historical

Proposed events are saved in this browser via Save to comparison. Historical rows (purple) come from the History tab and include actuals.

Cost vs 12-mo revenue (est; actual where recorded)

ROI by event (est vs actual)

Strategic fit by event

Expected opportunities (signings + brand deals)

Historical events β€” what actually happened

Record every attended event here: forecast vs actuals, outcome, and whether to go again. Three sample records are preloaded (marked SAMPLE) β€” replace them with real data. Rows are editable.

Forecast vs actual β€” variance

Calibration β€” what history suggests for the current event

Suggestions are computed from the historical records above. Nothing is applied automatically β€” each suggestion shows its source events and an Apply button that changes exactly one input.

Closest comparable past event

Benchmarks & sources

Every default in this tool, with its source, publication date and access date. Nothing is invented β€” values without a reliable source are explicitly labeled assumptions. Types: Default assumption, Conservative assumption, Reference, Confirmed fact.

Workflow β€” how to evaluate an event

1 Β· Event & travelLoad a preset or start fresh. Add each attendee with home airport, day rate and days. Research flights/hotel with the search buttons; type in estimates and label the source.
2 Β· Add & qualify leadsPull names from the official sponsor/exhibitor pages (record URL + date). Set tier, agency fit and priority. Only Strong/Possible-fit leads count.
3 Β· Book meetingsAs outreach lands, set meeting status, date and time. Confirmed meetings raise both the forecast and its confidence.
4 Β· Review ROI & historyCheck the decision bar, scenarios, and the History tab's closest comparable event + calibration suggestions before deciding.
5 Β· Record actualsAfter the event, log actual cost/meetings/revenue in History and set a recommendation. Future forecasts get sharper.

Confidence tiers β€” exactly how a lead is classified

TierWeightExact criteriaHow to verify
Confirmed1.0Named on the official current-year sponsor / exhibitor / partner / speaker / "Who's Coming" page for this event edition.Record the official URL + date checked in the tracker.
Likely0.7Not yet on this edition's page, but: confirmed at another current-year edition of the same franchise, OR a multi-year recurring sponsor, OR an official social/press announcement.Cite the sister-event page, press release, or verified social post.
Possible0.4Attended or sponsored a prior edition; not yet confirmed or ruled out for the current year.Cite the prior-year official source; re-check monthly as the event approaches.

Leads move UP when official evidence appears, DOWN if they publicly withdraw. "Needs research" / "Not a fit" leads stay listed but count 0 toward meetings. Meeting status then overrides the probability: Confirmed/Completed = 1.0, Tentative = the editable tentative weight (default 0.7).

Opportunity priority (High / Medium / Low)

PriorityCriteriaRecommended action
HighStrong fit + est. value β‰₯ $10K + plausibly reachable (Confirmed/Likely tier, or warm intro).Pre-event outreach 3–4 weeks out; book a specific time slot; assign an owner; tailored one-pager.
MediumGood potential with one weakness β€” unproven budget, colder access, or unconfirmed attendance.Outreach 1–2 weeks out; target at their booth/panel; standard materials.
LowWorth a hello if convenient; not worth scheduled time. Includes Weak fit and unresearched leads.Walk-by only; collect contact; nurture list. "Not a fit" leads: no event time at all.

Verdict logic (exact order of checks)

  1. Strategic fit < 2.5 β†’ NO-GO (off-strategy, regardless of ROI)
  2. Zero qualified leads β†’ NO-GO (insufficient opportunity)
  3. Negative ROI β†’ NO-GO (cost exceeds expected 12-mo commission)
  4. ROI β‰₯ 100% AND fit β‰₯ 3.5 β†’ GO
  5. Everything else β†’ CONSIDER

Edge case: a zero-cost event shows ROI "∞ (no cost)" and is GO only if revenue > 0 and fit β‰₯ 3.5. The confidence level (decision bar) is separate from the verdict: it reflects how much of the meeting forecast is confirmed vs modeled, and whether lead data is researched or manual.

Core formulas in plain language

OutputFormula
Total event costΞ£ per-attendee (flight + day rate Γ— days) + passes Γ— attendees + hotel rate Γ— nights Γ— rooms Γ— (1 + taxes) + per diem Γ— Ξ£ attendee-days + booth + materials + other
Expected meetingsΞ£ over qualifying leads of: 1.0 if meeting Confirmed/Completed Β· tentative weight if Tentative Β· otherwise tier weight Γ— booking rate β€” plus walk-ups (walk-ups skip the booking step)
Expected creator revenuecreator meetings Γ— signing rate Γ— 12-mo brand-deal revenue per signee Γ— Clover commission rate
Expected brand revenuebrand meetings Γ— close rate Γ— avg commission per closed deal
ROI(total expected 12-mo revenue βˆ’ total cost) Γ· total cost
Break-evencost Γ· commission-per-signing β†’ "pays for itself with X signings"; cost Γ· avg brand commission β†’ "…X brand deals"
Cost per qualified leadtotal cost Γ· (weighted brand + weighted creator leads + walk-ups)
Cost per expected meetingtotal cost Γ· total expected meetings
Strategic fitΞ£(weight Γ— score) Γ· Ξ£(weights)
Calibration suggestionΞ£(actual metric) Γ· Ξ£(estimated metric) across logged events β†’ shown as a suggested multiplier on one input, applied only when you click Apply

Value provenance

Blue cells = user-entered. A default chip means the value still equals the shipped default assumption; it flips to edited once you change it. Travel estimates carry an explicit source label (Manual / Historical / Research-based / Estimated). Benchmark-backed defaults cite their source in the ? tooltip and on the Benchmarks tab. Historical actuals live only in the History tab and are never mixed into forecasts without an explicit Apply.