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  "documentTitle": "Wix | Results Presentation Deck | 18 slides",
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  "authorName": "Wix",
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  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2018-07-01 00:00:00",
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  "notes": "The chart uses a stacked bar approach to show initial cost vs. cumulative collections, with an arrow indicating the multiple achieved.",
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      "text": "Cohort performance chart showing marketing cost vs net collections over time",
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      "kind": "disclaimer",
      "text": "Note: Data as of June 30, 2018; 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": "Marketing Cost ($ million) | Cohort Net Collections ($ million)",
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      "kind": "source-note",
      "text": "¹Excludes ~$6 million in Q1'15, ~$7 million in Q1'16, ~$9 million in Q1'17 and ~$4 million in Q1'18 of brand marketing expenses",
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      "kind": "title",
      "text": "Efficient marketing based on 7-9 month TROI",
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