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  "documentTitle": "Wix | Results Presentation Deck | 28 slides",
  "authorId": "wix",
  "authorName": "Wix",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2018-02-01 00:00:00",
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  "nDataPoints": 15,
  "notes": "The chart uses a stacked bar approach to show marketing cost vs. net collections, with a multiplier (x) indicating the return.",
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  "slideHref": "/slides/019de50e-f987-77ac-8117-d002e9815de6/10",
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      "kind": "chart",
      "text": "Cohort performance over time",
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      "text": "Note: Data as of December 31, 2017; TROI is Time to Return On (Marketing) Investment. We define this metric as the time it takes to collect dollars from new premium subscriptions acquired in a cohort to equal dollars spent on direct marketing costs in the same cohort. We aim for 100% TROI in 7-9 months",
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      "text": "1Excludes ~$6 million in Q1'15, ~$7 million in Q1'16, and ~$9 million in Q1'17 of brand marketing expenses",
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      "text": "One Time Marketing, Ongoing Collections",
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      "kind": "title",
      "text": "Efficient marketing based on 7-9 month TROI",
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