{
  "docId": "019de510-30c0-737c-a13c-07ecb776bae7",
  "docSlug": "35596dc185e1ea3b46e57eb30326f7ae",
  "documentTitle": "Wix | Results Presentation Deck | 14 slides",
  "authorId": "wix",
  "authorName": "Wix",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2020-11-01 00:00:00",
  "orientation": "landscape",
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  "pageNumber": 9,
  "pageCount": 14,
  "prevPage": 8,
  "nextPage": 10,
  "slideType": "kpi_overview",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 15,
  "notes": "The chart compares initial marketing spend (light green) against cumulative cohort collections (dark green) over time, with purple arrows indicating growth.",
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  "slideHref": "/slides/019de510-30c0-737c-a13c-07ecb776bae7/9",
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      "kind": "chart",
      "text": "Cohort performance chart showing marketing cost vs collections over time",
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      "kind": "disclaimer",
      "text": "Note: Data as of September 30, 2020; 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 acquisition marketing costs in the same cohort. We aim for 100% TROI in 7-9 months. Numbers are rounded to the nearest million. Marketing cost includes marketing costs associated with the acquisition of users. Cohort Collections do not include collections from users coming from the Wix Logo Maker funnel or collections from Flok, DeviantArt, and Wix Answers.",
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      },
      "kind": "legend",
      "text": "Marketing Cost ($ millions) | Cohort Collections ($ millions)",
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      "kind": "subtitle",
      "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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  "loops": [
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      "from": 7,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
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      "evidence": "The mention of 'Efficient marketing based on 7-9 month TROI' implies a consideration of the cost of inaction.",
      "position": 0,
      "objective": "to demonstrate the effectiveness of Wix's marketing strategy",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    },
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      "name": "Pareto Focus",
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      "evidence": "The presentation focuses on a few key metrics that drive growth.",
      "position": 1,
      "objective": "to highlight key drivers of growth",
      "structure": "The Full Distribution -> The Vital Few (20%) -> The Trivial Many (80%) -> Focus Recommendation",
      "confidence": 0.6,
      "description": "Show that 80% of results come from 20% of causes to drive prioritization"
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