Methodology Overview
The 5 Forces Methodology:
A Scientific System That Turns Attribution Into Decisions.
A Scientific System That Turns Attribution Into Decisions.
Wicked Reports runs on a proprietary framework built for one purpose: help you scale profitable new customer acquisition with confidence. The 5 Forces turns chaotic, multi-channel data into a weekly decision system — grounded in first-party proof, correct attribution windows, and clear Scale / Chill / Kill actions.
{ Repeatable Marketing System }
Marketing Success Isn't Luck —
It's a Repeatable Operating System
It's a Repeatable Operating System
If you're spending real money on Meta, Google, and email, the problem isn't effort — it's decision clarity. Platform ROAS inflates itself. Retargeting disguises itself as growth. And new customer acquisition takes longer to reveal truth.
The 5 Forces is the methodology that solves this:
Intention
It defines what each campaign is for.
Expectation
It sets the correct time window and decision boundaries.
Action
It turns complexity into a simple action verb.
Outcome
It verifies outcomes at the order + customer level.
Optimization
It uses evidence to optimize what happens next.
{ The 5 Forces Defined }
The Five Forces
And What Each One Controls
And What Each One Controls
IntentionDefine the campaign's — and the North Star KPI.
New Customer Acquisition → nCAC
Top of Funnel Cold Traffic → First-Click ROAS
Retargeting/BOF → Multi-Touch ROAS
ExpectationSet the correct attribution window + Scale/Chill/Kill zones.
NCA + TOF typically require 30-day windows
BOF/retargeting typically uses 7-day windows
Zones turn performance into decisions instead of arguments
ActionTurn measurement into a clear verb: Scale/Chill/Kill - and keep a decision log so your team compounds learning
OutcomeVerify performance using first-party proof^ order IDs, customer IDs, new vs repeat segmentation, and real revenue - not platform narratives.
OptimizationUse verified outcomes as evidence to diagnose constraints,, improve creative/offer/structure, and feel smarter signals back into platforms - weekly.
{ AI & Operational Rhythm }
How the 5 Forces Powers Wicked's AI
and Weekly Decision Rhythm
and Weekly Decision Rhythm
Each Force feeds the next — so the system gets smarter every week.
By week 2–4 of consistent data flow, Wicked's AI can reliably surface:
By week 2–4 of consistent data flow, Wicked's AI can reliably surface:
Which campaigns create net-new customers profitably
Which "winners" are actually retargeting in disguise
Where you're overspending due to wrong windows or wrong KPIs
What to Scale / Chill / Kill next — with a defensible rationale
"The 5 Forces is a growth system that learns faster because it's grounded in verified first-party outcomes — not modeled platform claims."
{ Actionable Data Insights }
From Chaos to Clarity
Without Another Dashboard
Without Another Dashboard
Wicked doesn't just show you data. It turns attribution into actions your team can execute — every week.
{ AI & Operational Rhythm }
Why a Methodology Matters
More Than Another Tool
More Than Another Tool
Scientific Consistency
The same logic applies across every campaign
KPI Alignment
Intention sets the North Star KPI automatically
Correct Time Windows
Intention sets the North Star KPI automatically
Decision Clarity
Intention sets the North Star KPI automatically
Compounding Learning
Intention sets the North Star KPI automatically