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Changing the Face of Identity
In Ecommerce



                                    Jonathan LeBlanc
                   Developer Evangelist: X.commerce
                      Joind.In: https://joind.in/6100
                              Email: jleblanc@x.com
                                  Twitter: @jcleblanc
The Gist of This Talk




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
The Gist of This Talk: PayPal Access




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
The Gist of This Talk: PayPal Access




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
The Gist of This Talk: PayPal Access




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What We’re Going to Cover


          What is user identity?

          How can you use grouping to personalize?

          How do you pick the right identity tool?

          How does PayPal Access help?


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What We’re Going to Cover


          What is user identity?

          How can you use grouping to personalize?

          How do you pick the right identity tool?

          How does PayPal Access help?


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: It’s Not Facebook




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: It’s Not BrowserID




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: It’s Not Even PayPal




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: Login is Just the Tool




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: It’s Human Behavior




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: Statistics From User Browsing Data


          Are you tracking what a user is viewing?

          Are you categorizing your users?

          Are you incentivizing your users?



X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: The Different Identity Models




                                 Anonymous
                                 Identity


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: The Different Identity Models




                                 Perceived
                                 Identity


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity: The Different Identity Models




                                 True (Verified)
                                 Identity


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What Have We Learned Thus Far?


                Identity is more than just a login




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What We’re Going to Cover


          What is user identity?

          How can you use grouping to personalize?

          How do you pick the right identity tool?

          How does PayPal Access help?


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Grouping: Users Get Confused




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Grouping: Find People With Like Interests




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Grouping: Recommended Products




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What Have We Learned Thus Far?


                Identity is more than just a login

                Grouping provides insight into users




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What We’re Going to Cover


          What is user identity?

          How can you use grouping to personalize?

          How do you pick the right identity tool?

          How does PayPal Access help?


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
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)



X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity Tools: It’s Simpler Than You Think


         Do you sell anything?

         What kind of raw user data do you need?

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


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity Tools: Selling Goods




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity Tools: Selling Goods




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


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity Tools: Raw User Data

                {
                    "addresses":[{
                        "state":"CA”,
                        "street1":"1339 moonlight way”,
                        "city":"New York",
                        "zip":"92345”
                    }],
                    "emails”:["john_smith22@yahoo.com"],
                    "firstName":"John",
                    "lastName":"Smith",
                    "telephoneNumber":"2123935554”
                }

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Identity Tools: Personalization




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What Have We Learned Thus Far?


                Identity is more than just a login

                Grouping provides insight into users


                The right tool should work for your needs



X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
What We’re Going to Cover


          What is user identity?

          How can you use grouping to personalize?

          How do you pick the right identity tool?

          How does PayPal Access help?


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
PayPal Access: The Core Principals


                Identity is more than just a login

                Grouping provides insight into users


                The right tool should work for your needs



X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
PayPal Access: Implementation Example

    • 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.
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
PayPal Access: The Common Code




<?php
define('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


 <?php
 require_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 page
 header("Location: $auth_url");
 ?>
PayPal Access: Obtaining the Access Token
   <?php
   require_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);
    ?>
PayPal Access: The Raw Data

          Verified Account       Addresses
          Language               Telephone Number
          First Name             Date of Birth
          Last Name              Time zone
          Full Name              Gender
          Emails


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
PayPal Access: Using the Raw Data




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
PayPal Access: Using the Raw Data




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
PayPal Access: The Data Sources


                    Transaction   Activity
                    Recency       Class



                    Transaction   Average
                    Frequency     Spent


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Seamless Checkout Simplification

                                 User is already known – no
                                 login needed.

                                 Simplified checkout with a
                                 single review step.




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Extending Identity with Recommendations


                                 Recommended
                                 Products



                                 Similar
                                 Products


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Group Dynamics with Prospect Scores




X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
In The End…



                       Data should help, not hinder


                       Identity should help extend
                       your business



X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Looking for Partners



                                 Early Access to alpha
                                 release products

                                 Direct support from
                                 evangelism & engineering


X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
Thanks for joining me! Questions?
Slides: http://slidesha.re/confoo_identity1



                                       Jonathan LeBlanc
                     Developer Evangelist: X.commerce
                                 Email: jleblanc@x.com
                                     Twitter: @jcleblanc
                    Github: http://github.com/jcleblanc

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2012 Confoo: Changing the Face of Identity in Ecommerce

  • 1. Changing the Face of Identity In Ecommerce Jonathan LeBlanc Developer Evangelist: X.commerce Joind.In: https://joind.in/6100 Email: jleblanc@x.com Twitter: @jcleblanc
  • 2. The Gist of This Talk X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 3. The Gist of This Talk: PayPal Access X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 4. The Gist of This Talk: PayPal Access X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 5. The Gist of This Talk: PayPal Access X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 6. What We’re Going to Cover What is user identity? How can you use grouping to personalize? How do you pick the right identity tool? How does PayPal Access help? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 7. What We’re Going to Cover What is user identity? How can you use grouping to personalize? How do you pick the right identity tool? How does PayPal Access help? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 8. Identity: It’s Not Facebook X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 9. Identity: It’s Not BrowserID X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 10. Identity: It’s Not Even PayPal X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 11. Identity: Login is Just the Tool X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 12. Identity: It’s Human Behavior X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 13. Identity: Statistics From User Browsing Data Are you tracking what a user is viewing? Are you categorizing your users? Are you incentivizing your users? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 14. Identity: The Different Identity Models Anonymous Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 15. Identity: The Different Identity Models Perceived Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 16. Identity: The Different Identity Models True (Verified) Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 17. What Have We Learned Thus Far? Identity is more than just a login X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 18. What We’re Going to Cover What is user identity? How can you use grouping to personalize? How do you pick the right identity tool? How does PayPal Access help? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 19. Grouping: Users Get Confused X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 20. Grouping: Find People With Like Interests X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 21. Grouping: Recommended Products X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 22. What Have We Learned Thus Far? Identity is more than just a login Grouping provides insight into users X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 23. What We’re Going to Cover What is user identity? How can you use grouping to personalize? How do you pick the right identity tool? How does PayPal Access help? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 24. 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) X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 25. Identity Tools: It’s Simpler Than You Think Do you sell anything? What kind of raw user data do you need? In what ways do you want to personalize your product with identity? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 26. Identity Tools: Selling Goods X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 27. Identity Tools: Selling Goods Graph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg) X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 28. Identity Tools: Raw User Data { "addresses":[{ "state":"CA”, "street1":"1339 moonlight way”, "city":"New York", "zip":"92345” }], "emails”:["john_smith22@yahoo.com"], "firstName":"John", "lastName":"Smith", "telephoneNumber":"2123935554” } X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 29. Identity Tools: Personalization X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 30. What Have We Learned Thus Far? Identity is more than just a login Grouping provides insight into users The right tool should work for your needs X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 31. What We’re Going to Cover What is user identity? How can you use grouping to personalize? How do you pick the right identity tool? How does PayPal Access help? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 32. PayPal Access: The Core Principals Identity is more than just a login Grouping provides insight into users The right tool should work for your needs X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 33. PayPal Access: Implementation Example • 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. X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 34. PayPal Access: The Common Code <?php define('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){ ... } ?>
  • 35. PayPal Access: Forwarding for Login <?php require_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 page header("Location: $auth_url"); ?>
  • 36. PayPal Access: Obtaining the Access Token <?php require_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));
  • 37. 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); ?>
  • 38. PayPal Access: The Raw Data Verified Account Addresses Language Telephone Number First Name Date of Birth Last Name Time zone Full Name Gender Emails X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 39. PayPal Access: Using the Raw Data X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 40. PayPal Access: Using the Raw Data X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 41. PayPal Access: The Data Sources Transaction Activity Recency Class Transaction Average Frequency Spent X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 42. Seamless Checkout Simplification User is already known – no login needed. Simplified checkout with a single review step. X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 43. Extending Identity with Recommendations Recommended Products Similar Products X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 44. Group Dynamics with Prospect Scores X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 45. In The End… Data should help, not hinder Identity should help extend your business X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 46. Looking for Partners Early Access to alpha release products Direct support from evangelism & engineering X.Commerce (eBay Inc.) http://www.x.com | @x_commerce
  • 47. Thanks for joining me! Questions? Slides: http://slidesha.re/confoo_identity1 Jonathan LeBlanc Developer Evangelist: X.commerce Email: jleblanc@x.com Twitter: @jcleblanc Github: http://github.com/jcleblanc

Notas del editor

  1. Are you tracking what a user is viewing?Use that data to personalize state &amp; suggest productsFacebook likes hard to categorize (entire web) but publishers have a specific inventory that they control.
  2. Identity should include user historical buying data and what they have viewed – recommendation engine
  3. Many times you will have users that aren’t exactly sure what they wantThrough monitoring their browsing and buying behavior you can find “like” usersFrom “like users”, you can recommend products and guide users to products they may like.
  4. Identity should include user historical buying data and what they have viewed – recommendation engine
  5. Identity should include user historical buying data and what they have viewed – recommendation engine
  6. Identity should include user historical buying data and what they have viewed – recommendation engine