1.
Marketing Automation
EIA 2018
Head of Marketing Products
Farfetch
Pedro Pereira

2.
2
1. Story of FF as a startup
The inception.. The model..
2. My story with startups..
User discover, Marketing channels
3. Key learnings from working in marketing automation
What, When and How… Who I will leave with you

3.
Available in:
Website (Desktop / Mobile / Tablet)
App (iOS, Android)
WeChat (Store and Mini App)
3
Farfetch Marketplace
S T O R Y O N E

4.
Founded
Farfetch Group
M I L E S T O N E S
Farfetch is an Omni-channel Platform for the luxury industry, connecting customers in over 190 countries with items from over 700 of the world’s best boutiques and
brands from over 40 countries. Farfetch ensures a truly unique experience with the ability to shop the most extensive selection of luxury on one platform.
Series A
Investment
Browns
Black&White
F90
SoF
JD.com
Style.com
Harvey Nichols
Chanel
Burberry
Chalhous Group
2010-
2015
2018
4
2008 2017

5.
5
A marketplace provides access to products or
services that are not necessarily owned by the
provider of the marketplace that controls the
transaction.
Examples: E-bay, Amazon, Farfetch.com, Etsy,
Airbnb, Booking.com, …
Marketplace
A Platform provides a stage for applications that
users actually need.
Example: Apple Store, Android, WeChat, Windows,
OSX, Chrome, Facebook,GitHub…
Platform
Farfetch APIs
3rd
Party
3rd
Party
3rd
Party
3rd
Party
User User User User
$$
$$
$$
$$
$$
FF.com
User

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6
SoF
S T O R E O F T H E F U T U R E
Vast majority of sales still happens in retail stores. Currently online is
growing massively, but still accounts for a small % of total. The bricks
and mortars world hasn’t yet reaped the complete benefits of digital
transformation.
Store of the future aims to improve retail efficiency and experience by
empowering it with customer data.
B L A C K & W H I T E
Fully-fledged agency and white-label solution for brands, where we can
make use of our platform to build another website and then deploy in a
modular way whatever services or infrastructure they want to use.
From customer service to payment to online marketing!
BW

7.
7
1. Story of FF as a startup
The inception, the business model, marketing channels..
2. My story with startups..
User discover, Marketing channels
3. Key learnings from working in marketing automation
What, When and How… Who I will leave with you

8.
8

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9
Marketplace Loop
C u s t o m e r
S h o p p i n g
P r o s p e c t
L e a d
A c c o u n t
D a t aD a t a
P a i d / E a r n e d / O w n e d M e d i a
P o l a r i z a t i o n
P a i d / E a r n e d / O w n e d M e d i a
P o l a r i z a t i o n

10.
10
Marketplace Loop
C u s t o m e r
S h o p p i n g
P r o s p e c t
L e a d
A c c o u n t
D a t aD a t a
P a i d / E a r n e d / O w n e d M e d i a
P o l a r i z a t i o n
P a i d / E a r n e d / O w n e d M e d i a
P o l a r i z a t i o n
N P S >
R e f e r r a l
P r o g r a m
N P S >
R e f e r r a l
P r o g r a m

11.
12
Marketplace Loop

12.
13
Marketplace Loop

13.
14
Marketplace Loop

14.
15

15.
16

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17
1st Purchase
L O O P S
Target
Create & Optimize
Drive Subscription
Drive Purchase
S M S
P u s h
P h o n e
E m a i l
E v e n t s /
M e e t i n g s
P r o m o
F r e e T r i a l
A l e r t s
P r o s p e c t u s
/ c a t a l o g u e
D o w n l o a d
R e m a r k e t i n g
D M P s M a r k e t i n g
M i x

17.
18
Repurchase
L O O P S
Buy
Good Experience
(NPS)
Up/Cross Sell
Replenishment
R e t u r n s
C a n c e l a t i o n s
E x p e c t a t i o n s M e t
A n d - O r W o w F a c t o r
A d v o c a c y / L o y a l t y
l o o p
R e c o m m e n d a t i o n s
R e f e r r a l P r o g r a m s
L o y a l t y P r o g r a m s
L o c k - i n F a c t o r s
A c t i v a t i o n
C a m p a i g n s

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19
1. Story of FF as a startup
The inception, the business model, marketing channels..
2. My story with startups..
User discover, Marketing channels
3. Key learnings from working in marketing automation
What, When and How… Who I will leave with you

19.
20
Eng. Capacity Critical / Deeper integration with the business needed
Disruptive tech (core business) / Deadline / Tested Before
Build vs Buy
Well known Machine like decisions that require little adaptation or learning
Repetitive tasks / Prone to human error tasks
Non social / creative / artistic
Human processes in Machine to Machine workflows
Automate vs Adhoc
How and When to Automate

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What am I then automating?
E I A
Does not include communications/branding piece
New Channels
New Devices
New Geographies
New Revenue Streams
New Verticals/Categories
---
Feeds Management
Data driven content generation
User generated content
Advertising models PMP/SSP/DMP integration
Content translation
GMV | Revenue | RPC
Avoid Duplicate payments
Improve Budgeting
---
Campaign Attribution
Sales Cancelations / Approvals
Promo/Commission/Bidding Optimization
Cost of Sale | ROI | ROAS | PAM
Repetitive tasks
--
Campaign automation (Creation, Optimization)-
Diagnosis Analysis
Anomaly detection
Reporting and Tracking
GMV (or similar) per Head

21.
I M A G E T E X T
I M A G E T E X T
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Landing Page Creation for
lead generation
Unbounce
Easy and dirty integration
between different platforms
Zapier
Enrich your user’s profiles
and segment before
communication
GetVero
Become independent of your
development team
Google Tag Manager
Analyze trends, create
audiences
Google Analytics
A/B test your landing pages
Google Optimize
Analyze your data to
squeeze the maximum
revenue out of each dollar
Google Data Studio
Easy to implement Referral
Programme
MentionMe
M A R K E T I N G A U T O M A T I O N
3rd Party Providers

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Marketplace Loop
C u s t o m e r
S h o p p i n g
P r o s p e c t
L e a d
A c c o u n t
D a t aD a t a
N P S >
R e f e r r a l
P r o g r a m
P a i d / E a r n e d / O w n e d M e d i a
P o l a r i z a t i o n
P a i d / E a r n e d / O w n e d M e d i a
N P S >
R e f e r r a l
P r o g r a m
P o l a r i z a t i o n

23.
Thank you