Strategic Analysis
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      5 Forces: Strategic Analysis

      This article is for users who leveraging the 5 Forces AI to analyze their marketing results.

       

      5 Froces AI is in closed beta.  For access to the closed beta, please contact support.

      Table of Contents

      What Is The Strategic Analysis

      Strategic Analysis is an AI-powered report in Wicked Reports that evaluates your campaign performance through the lens of your marketing intentions—not just channel metrics. It uses our proprietary 5 Forces Methodology to analyze campaign data in a way that reflects the real goal behind each marketing effort.

      The report runs automatically each day or can be triggered on-demand with a single click.

      Why This Is Valuable

      Most marketers look at metrics like ROAS or CAC in isolation—without considering why a campaign exists in the first place. That’s where the 5 Forces Methodology changes everything.

      By first setting the Intention of each campaign (e.g., “Cold Traffic Prospecting” or “Immediate Sales”) and defining your performance zones (SCALE / CHILL / KILL), you give Wicked Reports the strategic context it needs to deliver smarter, more meaningful insights.

      The Strategic Analysis doesn’t just show what’s happening—it tells you what to do about it, based on:

      • The right attribution model and date range for the campaign’s intention

      • Your defined performance goals (zones)

      • Trends across Traffic, Creative + Offer, and Budget

      This gives you a daily strategic playbook, automatically sorted by channel, that helps you:

      • Scale campaigns that are trending toward success

      • Identify early signs of weakness (before it costs you)

      • Understand whether poor performance is due to traffic, creative, or budget

      How To Use The Strategic Analysis Report

      1.  Set Up Campaign Intentions

      First, make sure your campaigns have Intentions assigned in the FunnelVision report. This tells Wicked Reports how to analyze them.

      2.  Define Your KPI Zones

      Next, define SCALE / CHILL / KILL zones for the primary KPI metric associated with each intention. These will guide how our AI interprets success or failure for each campaign.

      Example:
      For the “Acquire New Customers” intention, your primary metric might be 30-Day Full Impact nCAC.
      You might define:

      • SCALE: <$50

      • CHILL: $50–$80

      • KILL: >$80

      3. Run the Strategic Analysis

      Once Intentions and KPI Zones are set, go to the Strategic Analysis page and:

      • View the daily updated report or

      • Click "Run 5 Forces Analysis" to get the latest analysis

      4. Review Campaign Insights

      The report is grouped by channel, with each campaign showing:

      • The assigned Intention

      • An AI Summary Recommendation

      • An expandable section for Strategic Insights to see deeper details on how the Recommendation was generated, broken into:

        • Traffic:

          • Description: Traffic is the flow of visitors, leads, and customers your brand attracts across digital channels. It reflects how effectively you’re engaging both new and returning audiences, based on your campaign intention.
          • KPI: New vs. Repeat Visitors, New vs. Repeat Customers, & New vs Repeat Leads
          • Insight Example:
            • Focus: Traffic Accuracy
            • Evidence: Campaign shows 18.33 new customers vs 4.61 repeat customers, which aligns with the acquisition goal. New visits at 418 indicate good reach to new audiences.
            • Recommendation: **Continue current targeting strategy as it's effectively reaching new customers.**

        • Budget:

          • Description: Budget refers to how much you’re investing in a campaign and helps determine if you need to make a change
          • KPI: ROAS or nCAC

          • Insight Example:

            • Focus: Intention KPI is in the KILL Zone
            • Evidence: Average Customer Acquisition Cost (aCAC) at $121.31 is above the profitable zone (50-120), with a concerning upward trend of +100.1%
            • Recommendation: *Immediate action required: Kill campaign due to CAC exceeding maximum threshold and showing significant deterioration.*

        • Creative + Offer:

          • Description: Creative + Offer reflects the strength of your messaging and value proposition, measuring how effectively your marketing converts traffic into customers.
          • KPI: Clicks to New Customer Conversion Rate or Clicks to All Customer Conversion Rate (depending on your intention)

          • Insight Example:

            • Focus: Low Conversion Rate
            • Evidence: Click to customer conversion rate at 0.8% with a declining trend of -46.3%. New customer acquisition cost (nCAC) increasing trend of +110.8%.
            • Recommendation: **Before killing, test new ad creative variations and offers to improve conversion rates.**

      Remember: the AI weighs trends too. A campaign in the “Kill” zone that’s improving may still be a “Chill” recommendation—because context matters.

      5. Take Action

      Use the insights to decide whether to:

      • Increase or shift budget to top-performing campaigns

      • Tweak creative or offers where conversion is lagging

      • Pause or reassess underperforming efforts

      Pro Tips for Success

      • Run it daily: Use this as part of your morning routine for quick campaign assessments.

      • Focus on trends, not just thresholds: An upward trend can mean recovery—even if the campaign is in a danger zone.

      • Act on the insights: The true power comes when you integrate this into your campaign decision-making process.

      FAQ

      What does "Learning" mean?

      Campaigns are defined as learning for one of two reasons:

      • The campaign was recently created and has not been running for the length of the necessary analysis window
      • A "major budget change" was identified within the past week.  We look for day over day costs for each campaing and if within the past week we deem costs to have had a "major" change, we put the campaign in "Learning" for 6 more days.

      Note: For Campaigns still in "Learning", the 5 Forces Analysis report will still provide insights on the Campaign and it's performance, but we still recommend leaving it alone for a few more days.

       

      Why does each campaign show Last 7-Day Ad Spend when the campaign is using 14 or 30 days, etc for analysis?

      Regardless of how many days are used for campaign analysis, the goal is to show you campaign analysis results in order of highest impact.  To do so, we compare the last 7 days of Ad Spend for each campaign and show the result in order based on this value.

       

      How do I compare the results in the 5 Forces Analysis to my FunnelVision Data?

      It's important to remember that each intention uses a different attribution model and date range for analysis.  So, there is no one way to view FunnelVision to compare the 5 Forces results.  Here's a few rules of thumb:

      • For Facebook Campaign analysis, 5 Forces always uses 50% View Through Conversions
      • Each intention's tooltip will tell you how many days back to use for the "Within Last" date filter in FunnelVision and will also tell you the Attribution model to use
        • multi-touch full impact means "Full Funnel" and "Full Impact"
        • multi-touch linear means "Full Funnel" and "Linear"
        • last click means "Last Click" attribution
        • etc.
      5 Forces Intention Tooltip FunnelVision Within Last and Compare to

      FunnelVision Attribution