2012 POSSCON Changing the Face of Identity in Ecommerce
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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). ...

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 & 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 POSSCON Changing the Face of Identity in Ecommerce 2012 POSSCON Changing the Face of Identity in Ecommerce Presentation Transcript

  • Changing the Face of Open Identity In EcommerceJonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: jleblanc@x.comGithub: github.com/jcleblanc
  • 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 do you pick the right identity tool? How does PayPal Access help?http://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 do you pick the right identity tool? How does PayPal Access help?http://www.x.com http://slidesha.re/posscon_identity
  • 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 your users? Are you incentivizing your users?http://www.x.com http://slidesha.re/posscon_identity
  • Identity: The Different Identity Models Anonymous Identityhttp://www.x.com http://slidesha.re/posscon_identity
  • Identity: The Different Identity Models Perceived Identityhttp://www.x.com http://slidesha.re/posscon_identity
  • Identity: The Different Identity Models True (Verified) Identityhttp://www.x.com http://slidesha.re/posscon_identity
  • What Have We Learned Thus Far? Identity is more than just a loginhttp://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 do you pick the right identity tool? How does PayPal Access help?http://www.x.com http://slidesha.re/posscon_identity
  • 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 insight into usershttp://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 do you pick the right identity tool? How does PayPal Access help?http://www.x.com http://slidesha.re/posscon_identity
  • 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
  • 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
  • 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://www.x.com http://slidesha.re/posscon_identity
  • 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
  • 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 users The right tool should work for your needshttp://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 do you pick the right identity tool? How does PayPal Access help?http://www.x.com http://slidesha.re/posscon_identity
  • 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
  • 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
  • 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 Emailshttp://www.x.com http://slidesha.re/posscon_identity
  • 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 Class Transaction Average Frequency Spenthttp://www.x.com http://slidesha.re/posscon_identity
  • 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
  • Extending Identity with Recommendations Recommended Products Similar Productshttp://www.x.com http://slidesha.re/posscon_identity
  • 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 your businesshttp://www.x.com http://slidesha.re/posscon_identity
  • Looking for Partners Early Access to alpha release products Direct support from evangelism & engineeringhttp://www.x.com http://slidesha.re/posscon_identity
  • Thanks For Joining Me! http://slidesha.re/posscon_identityJonathan LeBlancDeveloper EvangelistTwitter: @jcleblancE-Mail: jleblanc@x.comGithub: github.com/jcleblanc