2012 Confoo: Changing the Face of Identity in Ecommerce
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2012 Confoo: Changing the Face of Identity in Ecommerce

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March 2012 talk on "Changing the Face of Identity in Ecommerce" at Confoo in Montreal, QC. ...

March 2012 talk on "Changing the Face of Identity in Ecommerce" at Confoo in Montreal, QC.

The audio recording from this session is available at http://archive.org/details/ChangingTheFaceOfOpenIdentityInEcommerce

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  • Are you tracking what a user is viewing?Use that data to personalize state & suggest productsFacebook likes hard to categorize (entire web) but publishers have a specific inventory that they control.
  • Identity should include user historical buying data and what they have viewed – recommendation engine
  • 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.
  • Identity should include user historical buying data and what they have viewed – recommendation engine
  • Identity should include user historical buying data and what they have viewed – recommendation engine
  • Identity should include user historical buying data and what they have viewed – recommendation engine

2012 Confoo: Changing the Face of Identity in Ecommerce 2012 Confoo: Changing the Face of Identity in Ecommerce Presentation Transcript

  • Changing the Face of IdentityIn Ecommerce Jonathan LeBlanc Developer Evangelist: X.commerce Joind.In: https://joind.in/6100 Email: jleblanc@x.com Twitter: @jcleblanc
  • The Gist of This TalkX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • The Gist of This Talk: PayPal AccessX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • The Gist of This Talk: PayPal AccessX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • The Gist of This Talk: PayPal AccessX.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 FacebookX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Identity: It’s Not BrowserIDX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Identity: It’s Not Even PayPalX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Identity: Login is Just the ToolX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Identity: It’s Human BehaviorX.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 IdentityX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Identity: The Different Identity Models Perceived IdentityX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Identity: The Different Identity Models True (Verified) IdentityX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • What Have We Learned Thus Far? Identity is more than just a loginX.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 ConfusedX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Grouping: Find People With Like InterestsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Grouping: Recommended ProductsX.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 usersX.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 GoodsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Identity Tools: Selling GoodsGraph 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: PersonalizationX.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 needsX.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 needsX.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<?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 <?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 EmailsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • PayPal Access: Using the Raw DataX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • PayPal Access: Using the Raw DataX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • PayPal Access: The Data Sources Transaction Activity Recency Class Transaction Average Frequency SpentX.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 ProductsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Group Dynamics with Prospect ScoresX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • In The End… Data should help, not hinder Identity should help extend your businessX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
  • Looking for Partners Early Access to alpha release products Direct support from evangelism & engineeringX.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