2012 POSSCON Changing the Face of Identity in Ecommerce

In Ecommerce

Changing the Face of Open Identity

Jonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: [email protected]: github.com/jcleblanc

http://www.x.com http://slidesha.re/posscon_identity

The Gist of This Talk


The Gist of This Talk: PayPal Access






What is user identity?

How can you use grouping to personalize?

How do you pick the right identity tool?

How does PayPal Access help?

What We’re Going to Cover








Identity: It’s Not Facebook


Identity: It’s Not BrowserID


Identity: It’s Not Even PayPal


Identity: Login is Just the Tool


Identity: It’s Human Behavior


Are you tracking what a user is viewing?

Are you categorizing your users?

Are you incentivizing your users?

Identity: Statistics From User Browsing Data


Identity: The Different Identity Models

Anonymous Identity



Perceived Identity



True (Verified) Identity


What Have We Learned Thus Far?

Identity is more than just a login








Grouping: Users Get Confused


Grouping: Find People With Like Interests


Grouping: Recommended Products




Grouping provides insight into users








Identity Tools: Proprietary or Open?

23 % of customers abandoned carts when asked to register. (Forrester)

45 % left a site when they couldn’t remember their password. (Blue Inc)


Identity Tools: It’s Simpler Than You Think

What kind of raw user data do you need?

In what ways do you want to personalize your product with identity?

Do you sell anything?


Identity Tools: Selling Goods


Identity Tools: Selling Goods

Graph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg)


Identity Tools: Raw User Data

{ "addresses":[{ "state":"CA”, "street1":"1339 moonlight way”, "city":"New York", "zip":"92345” }], "emails”:["[email protected]"], "firstName":"John", "lastName":"Smith", "telephoneNumber":"2123935554”}


Identity Tools: Personalization





The right tool should work for your needs








PayPal Access: The Core Principals



The right tool should work for your needs


• Create an application at devportal.x.com.

• Forward the user to PayPal to authenticate.

• Exchange the response code for an access token.

• Use the access token to collect user data.

PayPal Access: Implementation Example

PayPal Access: The Common Code

<?phpdefine('KEY', 'YOUR APPLICATION ID');define('SECRET', 'YOUR APPLICATION SECRET');

define('CALLBACK_URL', 'YOUR CALLBACK PATH - TO COMPLETE.PHP');define('AUTH_ENDPOINT', 'https://identity.x.com/xidentity/resources/authorize');define('TOKEN_ENDPOINT', 'https://identity.x.com/xidentity/oauthtokenservice');define('USER_ENDPOINT', 'https://identity.x.com/xidentity/resources/profile/me');

function run_curl($url, $method = 'GET', $postvals = null){ ... }?>

PayPal Access: Forwarding for Login

<?phprequire_once "common.php";

$auth_url = sprintf( "%s?scope=%s&response_type=code&redirect_uri=%s&client_id=%s", AUTHORIZATION_ENDPOINT, urlencode("https://identity.x.com/xidentity/resources/profile/me"), urlencode(CALLBACK_URL), KEY);

//forward user to PayPal auth pageheader("Location: $auth_url");?>

PayPal Access: Obtaining the Access Token

<?phprequire_once "common.php";

//capture code from auth$code = $_GET["code"];

//construct POST object for access token fetch request$postvals = sprintf("client_id=%s&client_secret=%s&grant_type=authorization_code&code=%s&redirect_uri=%s", KEY, SECRET, $code, urlencode(CALLBACK_URL));

//get JSON access token object$token = json_decode(run_curl(ACCESS_TOKEN_ENDPOINT, 'POST', $postvals));

PayPal Access: Using the Access Token

//construct URI to fetch profile information for current user$profile_url = sprintf("%s?oauth_token=%s", PROFILE_ENDPOINT, $token->access_token);

//fetch profile of current user$profile = run_curl($profile_url);

var_dump($profile);?>


Verified AccountLanguageFirst NameLast NameFull NameEmails

PayPal Access: The Raw Data

AddressesTelephone NumberDate of BirthTime zoneGender


PayPal Access: Using the Raw Data


PayPal Access: Using the Raw Data


PayPal Access: The Data Sources

TransactionRecency

TransactionFrequency

Activity Class

Average Spent


Seamless Checkout Simplification

User is already known – no login needed.

Simplified checkout with a single review step.


Extending Identity with Recommendations

Recommended Products

SimilarProducts


Group Dynamics with Prospect Scores


In The End…

Data should help, not hinder

Identity should help extend your business


Looking for Partners

Early Access to alpha release products

Direct support from evangelism & engineering

http://slidesha.re/posscon_identity

Thanks For Joining Me!

Jonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: [email protected]: github.com/jcleblanc

Technology

2012 POSSCON Changing the Face of Identity in Ecommerce