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  "documentTitle": "Wix | Results Presentation Deck | 20 slides",
  "authorId": "wix",
  "authorName": "Wix",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2022-11-01 00:00:00",
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  "pageNumber": 13,
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      "kind": "chart",
      "text": "After 3 Quarter 0.7x, After 7 Quarters 1.4x, After 11 Quarter 2.8x, After 15 Quarter 3.4x, After 19 Quarter 4.8x, Q1'22 Cohort $64 $47, Q1'21 Cohort $81 $117, Q1'20 Cohort $57 $157, Q1'19 Cohort $55 $187, Q1'18 Cohort $44 $213",
      "attrs": {
        "series_names": [
          "Marketing Cost ($ millions)",
          "Cohort Bookings ($ millions)"
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      "text": "Note: Data as of September 30, 2022; 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. Numbers are rounded to the nearest million. Marketing cost includes marketing costs associated with the acquisition of users. Cohort Bookings do not include bookings from users coming from the Wix Logo Maker funnel, or bookings from B2B partnerships, DeviantArt, Wix Answers, or recent acquisitions.",
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      "text": "Efficient Marketing Based on TROI",
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      "parentBeatName": "Development",
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  "loops": [
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      "objective": "What if Wix doesn't capitalize on growth opportunities?",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
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      "evidence": "The discussion of innovation and TROI-based marketing suggests a big bet on these strategies for growth.",
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