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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2012 POSSCON Changing the Face of Identity in Ecommerce
1. Changing the Face of Open Identity
In Ecommerce
Jonathan LeBlanc
Developer Evangelist
Twitter: @jcleblanc
E-Mail: jleblanc@x.com
Github: github.com/jcleblanc
2. The Gist of This Talk
http://www.x.com http://slidesha.re/posscon_identity
3. The Gist of This Talk: PayPal Access
http://www.x.com http://slidesha.re/posscon_identity
4. The Gist of This Talk: PayPal Access
http://www.x.com http://slidesha.re/posscon_identity
5. The Gist of This Talk: PayPal Access
http://www.x.com http://slidesha.re/posscon_identity
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. 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. Identity: It’s Not Facebook
http://www.x.com http://slidesha.re/posscon_identity
9. Identity: It’s Not BrowserID
http://www.x.com http://slidesha.re/posscon_identity
10. Identity: It’s Not Even PayPal
http://www.x.com http://slidesha.re/posscon_identity
11. Identity: Login is Just the Tool
http://www.x.com http://slidesha.re/posscon_identity
12. Identity: It’s Human Behavior
http://www.x.com http://slidesha.re/posscon_identity
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. Identity: The Different Identity Models
Anonymous
Identity
http://www.x.com http://slidesha.re/posscon_identity
15. Identity: The Different Identity Models
Perceived
Identity
http://www.x.com http://slidesha.re/posscon_identity
16. Identity: The Different Identity Models
True (Verified)
Identity
http://www.x.com http://slidesha.re/posscon_identity
17. What Have We Learned Thus Far?
Identity is more than just a login
http://www.x.com http://slidesha.re/posscon_identity
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. Grouping: Users Get Confused
http://www.x.com http://slidesha.re/posscon_identity
20. Grouping: Find People With Like Interests
http://www.x.com http://slidesha.re/posscon_identity
22. What Have We Learned Thus Far?
Identity is more than just a login
Grouping provides insight into users
http://www.x.com http://slidesha.re/posscon_identity
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. 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. 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
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 needs
http://www.x.com http://slidesha.re/posscon_identity
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. PayPal Access: The Core Principals
Identity is more than just a login
Grouping provides insight into users
The right tool should work for your needs
http://www.x.com http://slidesha.re/posscon_identity
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. PayPal Access: The Common Code
<?php
define('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. 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");
?>
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. PayPal Access: The Raw Data
Verified Account Addresses
Language Telephone Number
First Name Date of Birth
Last Name Time zone
Full Name Gender
Emails
http://www.x.com http://slidesha.re/posscon_identity
39. PayPal Access: Using the Raw Data
http://www.x.com http://slidesha.re/posscon_identity
40. PayPal Access: Using the Raw Data
http://www.x.com http://slidesha.re/posscon_identity
41. PayPal Access: The Data Sources
Transaction Activity
Recency Class
Transaction Average
Frequency Spent
http://www.x.com http://slidesha.re/posscon_identity
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. Extending Identity with Recommendations
Recommended
Products
Similar
Products
http://www.x.com http://slidesha.re/posscon_identity
44. Group Dynamics with Prospect Scores
http://www.x.com http://slidesha.re/posscon_identity
45. In The End…
Data should help, not hinder
Identity should help extend
your business
http://www.x.com http://slidesha.re/posscon_identity
46. Looking for Partners
Early Access to alpha
release products
Direct support from
evangelism & engineering
http://www.x.com http://slidesha.re/posscon_identity
47. Thanks For Joining Me!
http://slidesha.re/posscon_identity
Jonathan LeBlanc
Developer Evangelist
Twitter: @jcleblanc
E-Mail: jleblanc@x.com
Github: github.com/jcleblanc
Editor's Notes
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