2012 Confoo: Changing the Face of Identity in Ecommerce

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

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

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

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

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: 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

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2012 Confoo: Changing the Face of Identity in Ecommerce

by Jonathan LeBlanc

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