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Changing the Face of Open Identity                               In EcommerceJonathan LeBlancDeveloper EvangelistTwitter: ...
The Gist of This Talkhttp://www.x.com        http://slidesha.re/posscon_identity
The Gist of This Talk: PayPal Accesshttp://www.x.com          http://slidesha.re/posscon_identity
The Gist of This Talk: PayPal Accesshttp://www.x.com          http://slidesha.re/posscon_identity
The Gist of This Talk: PayPal Accesshttp://www.x.com          http://slidesha.re/posscon_identity
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 Facebookhttp://www.x.com          http://slidesha.re/posscon_identity
Identity: It’s Not BrowserIDhttp://www.x.com          http://slidesha.re/posscon_identity
Identity: It’s Not Even PayPalhttp://www.x.com          http://slidesha.re/posscon_identity
Identity: Login is Just the Toolhttp://www.x.com           http://slidesha.re/posscon_identity
Identity: It’s Human Behaviorhttp://www.x.com         http://slidesha.re/posscon_identity
Identity: Statistics From User Browsing Data         Are you tracking what a user is viewing?         Are you categorizing...
Identity: The Different Identity Models                          Anonymous                          Identityhttp://www.x.c...
Identity: The Different Identity Models                          Perceived                          Identityhttp://www.x.c...
Identity: The Different Identity Models                      True (Verified)                      Identityhttp://www.x.com...
What Have We Learned Thus Far?                   Identity is more than just a loginhttp://www.x.com                      h...
What We’re Going to Cover          What is user identity?          How can you use grouping to personalize?          How d...
Grouping: Users Get Confusedhttp://www.x.com       http://slidesha.re/posscon_identity
Grouping: Find People With Like Interestshttp://www.x.com         http://slidesha.re/posscon_identity
Grouping: Recommended Productshttp://www.x.com      http://slidesha.re/posscon_identity
What Have We Learned Thus Far?                   Identity is more than just a login                   Grouping provides in...
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)     45 ...
Identity Tools: It’s Simpler Than You Think       Do you sell anything?       What kind of raw user data do you need?     ...
Identity Tools: Selling Goodshttp://www.x.com          http://slidesha.re/posscon_identity
Identity Tools: Selling GoodsGraph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg) http://w...
Identity Tools: Raw User Data              {                   "addresses":[{                       "state":"CA”,         ...
Identity Tools: Personalizationhttp://www.x.com          http://slidesha.re/posscon_identity
What Have We Learned Thus Far?             Identity is more than just a login             Grouping provides insight into u...
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 insight in...
PayPal Access: Implementation Example   • Create an application at devportal.x.com.   • Forward the user to PayPal to auth...
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        First Na...
PayPal Access: Using the Raw Datahttp://www.x.com        http://slidesha.re/posscon_identity
PayPal Access: Using the Raw Datahttp://www.x.com        http://slidesha.re/posscon_identity
PayPal Access: The Data Sources                   Transaction               Activity                   Recency            ...
Seamless Checkout Simplification                   User is already known – no                   login needed.             ...
Extending Identity with Recommendations                                Recommended                                Products...
Group Dynamics with Prospect Scoreshttp://www.x.com       http://slidesha.re/posscon_identity
In The End…                   Data should help, not hinder                   Identity should help extend                  ...
Looking for Partners                   Early Access to alpha                   release products                   Direct s...
Thanks For Joining Me!                               http://slidesha.re/posscon_identityJonathan LeBlancDeveloper Evangeli...
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2012 POSSCON Changing the Face of Identity in Ecommerce

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March 2012 presentation on open source Ecommerce identity for POSSCON (Columbia, SC).

The audio recording from this session is available at http://archive.org/details/ChangingTheFaceOfOpenIdentityInEcommercePosscon2012

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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 POSSCON Changing the Face of Identity in Ecommerce"

    1. 1. Changing the Face of Open Identity In EcommerceJonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: jleblanc@x.comGithub: github.com/jcleblanc
    2. 2. The Gist of This Talkhttp://www.x.com http://slidesha.re/posscon_identity
    3. 3. The Gist of This Talk: PayPal Accesshttp://www.x.com http://slidesha.re/posscon_identity
    4. 4. The Gist of This Talk: PayPal Accesshttp://www.x.com http://slidesha.re/posscon_identity
    5. 5. The Gist of This Talk: PayPal Accesshttp://www.x.com http://slidesha.re/posscon_identity
    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?http://www.x.com http://slidesha.re/posscon_identity
    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?http://www.x.com http://slidesha.re/posscon_identity
    8. 8. Identity: It’s Not Facebookhttp://www.x.com http://slidesha.re/posscon_identity
    9. 9. Identity: It’s Not BrowserIDhttp://www.x.com http://slidesha.re/posscon_identity
    10. 10. Identity: It’s Not Even PayPalhttp://www.x.com http://slidesha.re/posscon_identity
    11. 11. Identity: Login is Just the Toolhttp://www.x.com http://slidesha.re/posscon_identity
    12. 12. Identity: It’s Human Behaviorhttp://www.x.com http://slidesha.re/posscon_identity
    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?http://www.x.com http://slidesha.re/posscon_identity
    14. 14. Identity: The Different Identity Models Anonymous Identityhttp://www.x.com http://slidesha.re/posscon_identity
    15. 15. Identity: The Different Identity Models Perceived Identityhttp://www.x.com http://slidesha.re/posscon_identity
    16. 16. Identity: The Different Identity Models True (Verified) Identityhttp://www.x.com http://slidesha.re/posscon_identity
    17. 17. What Have We Learned Thus Far? Identity is more than just a loginhttp://www.x.com http://slidesha.re/posscon_identity
    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?http://www.x.com http://slidesha.re/posscon_identity
    19. 19. Grouping: Users Get Confusedhttp://www.x.com http://slidesha.re/posscon_identity
    20. 20. Grouping: Find People With Like Interestshttp://www.x.com http://slidesha.re/posscon_identity
    21. 21. Grouping: Recommended Productshttp://www.x.com http://slidesha.re/posscon_identity
    22. 22. What Have We Learned Thus Far? Identity is more than just a login Grouping provides insight into usershttp://www.x.com http://slidesha.re/posscon_identity
    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?http://www.x.com http://slidesha.re/posscon_identity
    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)http://www.x.com http://slidesha.re/posscon_identity
    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?http://www.x.com http://slidesha.re/posscon_identity
    26. 26. Identity Tools: Selling Goodshttp://www.x.com http://slidesha.re/posscon_identity
    27. 27. Identity Tools: Selling GoodsGraph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg) http://www.x.com http://slidesha.re/posscon_identity
    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” }http://www.x.com http://slidesha.re/posscon_identity
    29. 29. Identity Tools: Personalizationhttp://www.x.com http://slidesha.re/posscon_identity
    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 needshttp://www.x.com http://slidesha.re/posscon_identity
    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?http://www.x.com http://slidesha.re/posscon_identity
    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 needshttp://www.x.com http://slidesha.re/posscon_identity
    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.http://www.x.com http://slidesha.re/posscon_identity
    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 Emailshttp://www.x.com http://slidesha.re/posscon_identity
    39. 39. PayPal Access: Using the Raw Datahttp://www.x.com http://slidesha.re/posscon_identity
    40. 40. PayPal Access: Using the Raw Datahttp://www.x.com http://slidesha.re/posscon_identity
    41. 41. PayPal Access: The Data Sources Transaction Activity Recency Class Transaction Average Frequency Spenthttp://www.x.com http://slidesha.re/posscon_identity
    42. 42. Seamless Checkout Simplification User is already known – no login needed. Simplified checkout with a single review step.http://www.x.com http://slidesha.re/posscon_identity
    43. 43. Extending Identity with Recommendations Recommended Products Similar Productshttp://www.x.com http://slidesha.re/posscon_identity
    44. 44. Group Dynamics with Prospect Scoreshttp://www.x.com http://slidesha.re/posscon_identity
    45. 45. In The End… Data should help, not hinder Identity should help extend your businesshttp://www.x.com http://slidesha.re/posscon_identity
    46. 46. Looking for Partners Early Access to alpha release products Direct support from evangelism & engineeringhttp://www.x.com http://slidesha.re/posscon_identity
    47. 47. Thanks For Joining Me! http://slidesha.re/posscon_identityJonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: jleblanc@x.comGithub: github.com/jcleblanc
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