How to Set Up 5 Forces AI

This doc is for Wicked Reports users who want to configure and use the 5 Forces Methodology to get AI-driven, intention-based campaign insights.

Table of Contents

• Introduction

• How to Set Up 5 Forces

  • Step 1 - Set Campaign Intentions

  • Step 2 - Confirm or update Sales Cycle Length

  • Step 3 - Define KPI Zones

  • Step 4 - Run the Strategic Analysis Report

• FAQ

Introduction

The 5 Forces Methodology in Wicked Reports transforms how you assess campaign performance.
Instead of relying on isolated metrics, 5 Forces uses your campaign’s strategic intention and custom KPI thresholds to deliver daily AI recommendations on whether to SCALE, CHILL, or KILL a campaign.

Setting up 5 Forces involves:

1. Assigning the right Intention to each campaign

2. Confirm or Update your Sales Cycle Length

3. Defining your KPI Zones (performance thresholds)

4. Using the Strategic Analysis Report to guide your decisions

How to Set Up 5 Forces

Step 1 – Set Campaign Intentions

Your campaign’s Intention tells Wicked Reports what success looks like. This determines which metrics, attribution model, and timeframes our AI uses in analysis.

1. Open the FunnelVision report.

2. Select a channel such as Facebook or Google Ads.

3. Set Intentions

   1. To set intentions for one campaign:

      1. Click Add Intention in the Intention column.
         
         

      2. Choose the intention that matches the campaign’s strategic goal.

      3. Click Apply.
         

   2. To set intentions for multiple campaigns:

      1. Check the boxes next to the campaigns.

      2. Click Manage Intentions or Add Intentions to [X] Campaigns
         
         

      3. Select the appropriate Intention and click Apply.

Learn more about campaign intentions here: How to Set Campaign Intentions

Step 2 – Confirm or Update your Sales Cycle Length

Your sales cycle length tells Wicked Reports how long it typically takes a new visitor to become a customer. We use this information to set your attribution window — the date range we analyze to connect conversions back to the right marketing efforts.

1. Go to Reports → 5 Forces Analysis.

2. Click Settings

3. See sales cycle length.  The update, click "Customize"

• Default is 30 days
• if changing, enter new sales cycle length and click "Save" 

 

Learn more about sales cycle length here: Setting Intention Metric Zones and Sales Cycle Length

Step 3 – Define KPI Zones

Once Intentions are set and Sales Cycle length is confirmed, define KPI Zones that represent your success thresholds. These boundaries let the AI make accurate recommendations tailored to each channel and intention.

1. Click  Settings.
   

2. For each assigned Intention:

   • Expand the intention row.

   • Enter a Chill Zone From and To based on the acceptable range for the Intention’s KPI.

   • If thresholds differ by platform, click Customize Zones for Specific Channel and enter the values.

3. Repeat for all assigned Intentions.

4. Click Save.

Learn more about intention metric zones here: Setting Intention Metric Zones and Sales Cycle Length

Step 4 – Run the Strategic Analysis Report

With Intentions and KPI Zones in place, you can run the now Strategic Analysis. This report will get you AI-powered insights.

1. Go to the Strategic Analysis page.

2. Either:

   1. Click Run 5 Forces Analysis for an on-demand update

   2. Or, view the daily updated report
3. Review the AI Summary Recommendations and drill down into Traffic, Creative + Offer, and Budget insights.
4. Decide whether to Scale, Chill, or Kill each campaign.
   

Here's an example:
Learn more about the Strategic Analysis report here: How to Use the Strategic Analysis Report

FAQ

Do I need to set Intentions for every campaign?
Yes, if you want to utilize the 5 forces. Without Intentions, the AI will not know the campaign’s strategic goal and cannot provide accurate recommendations.

 

What is changed when I update my Sales cycle length?

When you update your Sales Cycle Length, Wicked Reports adjusts several settings to ensure your reports remain accurate:

1. Attribution Windows by Intention
   For each campaign intention (e.g., TOF, MOF, BOF), the number of days used to analyze data is updated based on the new sales cycle. This ensures attribution is aligned with how long it typically takes leads to convert.

2. MOF & BOF Windows for Full-Funnel Attribution
   If a campaign uses an intention that applies Full Funnel attribution, both the Middle of Funnel (MOF) and Bottom of Funnel (BOF) time windows are recalculated:

   • MOF Time Window → approximately ½ of the sales cycle, rounded to the nearest 7 days.

   • BOF Time Window → approximately ¼ of the sales cycle, rounded to the nearest 7 days.

 

Can I change KPI Zones after setting them?
Yes. You can adjust them anytime in the Intention Settings to refine AI recommendations.

 

What if my campaign fits more than one Intention?
Choose the primary goal. The AI’s analysis will be tailored to that objective.