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Changing the Face of IdentityIn Ecommerce                                    Jonathan LeBlanc                   Developer ...
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 d...
What We’re Going to Cover          What is user identity?          How can you use grouping to personalize?          How d...
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 categorizi...
Identity: The Different Identity Models                                 Anonymous                                 Identity...
Identity: The Different Identity Models                                 Perceived                                 Identity...
Identity: The Different Identity Models                                 True (Verified)                                 Id...
What Have We Learned Thus Far?                Identity is more than just a loginX.Commerce (eBay Inc.)http://www.x.com | @...
What We’re Going to Cover          What is user identity?          How can you use grouping to personalize?          How d...
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 ...
What We’re Going to Cover          What is user identity?          How can you use grouping to personalize?          How d...
Identity Tools: Proprietary or Open?       23 % of customers abandoned carts when       asked to register. (Forrester)    ...
Identity Tools: It’s Simpler Than You Think         Do you sell anything?         What kind of raw user data do you need? ...
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.Commerc...
Identity Tools: Raw User Data                {                    "addresses":[{                        "state":"CA”,     ...
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 ...
What We’re Going to Cover          What is user identity?          How can you use grouping to personalize?          How d...
PayPal Access: The Core Principals                Identity is more than just a login                Grouping provides insi...
PayPal Access: Implementation Example    • Create an application at devportal.x.com.    • Forward the user to PayPal to au...
PayPal Access: The Common Code<?phpdefine(KEY, YOUR APPLICATION ID);define(SECRET, YOUR APPLICATION SECRET);define(CALLBAC...
PayPal Access: Forwarding for Login <?php require_once "common.php"; $auth_url = sprintf(   "%s?scope=%s&response_type=cod...
PayPal Access: Obtaining the Access Token   <?php   require_once "common.php";   //capture code from auth   $code = $_GET[...
PayPal Access: Using the Access Token    //construct URI to fetch profile information for current user    $profile_url = s...
PayPal Access: The Raw Data          Verified Account       Addresses          Language               Telephone Number    ...
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          ...
Seamless Checkout Simplification                                 User is already known – no                               ...
Extending Identity with Recommendations                                 Recommended                                 Produc...
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          ...
Looking for Partners                                 Early Access to alpha                                 release product...
Thanks for joining me! Questions?Slides: http://slidesha.re/confoo_identity1                                       Jonatha...
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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.

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 &amp; 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
  • Transcript of "2012 Confoo: Changing the Face of Identity in Ecommerce"

    1. 1. Changing the Face of IdentityIn Ecommerce Jonathan LeBlanc Developer Evangelist: X.commerce Joind.In: https://joind.in/6100 Email: jleblanc@x.com Twitter: @jcleblanc
    2. 2. The Gist of This TalkX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    3. 3. The Gist of This Talk: PayPal AccessX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    4. 4. The Gist of This Talk: PayPal AccessX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    5. 5. The Gist of This Talk: PayPal AccessX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    6. 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. 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. 8. Identity: It’s Not FacebookX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    9. 9. Identity: It’s Not BrowserIDX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    10. 10. Identity: It’s Not Even PayPalX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    11. 11. Identity: Login is Just the ToolX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    12. 12. Identity: It’s Human BehaviorX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    13. 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. 14. Identity: The Different Identity Models Anonymous IdentityX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    15. 15. Identity: The Different Identity Models Perceived IdentityX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    16. 16. Identity: The Different Identity Models True (Verified) IdentityX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    17. 17. What Have We Learned Thus Far? Identity is more than just a loginX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    18. 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. 19. Grouping: Users Get ConfusedX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    20. 20. Grouping: Find People With Like InterestsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    21. 21. Grouping: Recommended ProductsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    22. 22. 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
    23. 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. 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. 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. 26. Identity Tools: Selling GoodsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    27. 27. 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
    28. 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. 29. Identity Tools: PersonalizationX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    30. 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 needsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    31. 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. 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 needsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    33. 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. 34. 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){ ... }?>
    35. 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. 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. 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. 38. 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
    39. 39. PayPal Access: Using the Raw DataX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    40. 40. PayPal Access: Using the Raw DataX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    41. 41. PayPal Access: The Data Sources Transaction Activity Recency Class Transaction Average Frequency SpentX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    42. 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. 43. Extending Identity with Recommendations Recommended Products Similar ProductsX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    44. 44. Group Dynamics with Prospect ScoresX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    45. 45. In The End… Data should help, not hinder Identity should help extend your businessX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    46. 46. Looking for Partners Early Access to alpha release products Direct support from evangelism & engineeringX.Commerce (eBay Inc.)http://www.x.com | @x_commerce
    47. 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
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