2012 O'Reilly TOC: Commerce Identity

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O'Reilly Tool of Change talk on "Changing the Face of Open Commerce Identity in Publishing": New York, NY (February 2012). The audio recording from this session is available at http://archive.org/details/ChangingTheFaceOfOpenIdentityInEcommerceOreillyToc2012

Changing the Face of Identity
Open Commerce In Publishing

Jonathan LeBlanc
Developer Evangelist: X.commerce
Email: jleblanc@x.com
Twitter: @jcleblanc

The Gist of This Talk

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

The Gist of This Talk: PayPal Access

X.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 publishers?

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity: It’s Not Facebook

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity: It’s Not BrowserID

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity: It’s Not Even PayPal

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity: Login is Just the Tool

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity: It’s Human Behavior

X.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
Identity

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity: The Different Identity Models

Perceived
Identity

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity: The Different Identity Models

True (Verified)
Identity

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

What Have We Learned Thus Far?

Identity is more than just a login

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Grouping: Users Get Confused

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Grouping: Find People With Like Interests

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Grouping: Recommended Products

X.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

X.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 Goods

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Identity Tools: Selling Goods

Graph 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: Personalization

X.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 needs

X.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 needs

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

PayPal Access: The Raw Data

Verified Account Addresses
Language Telephone Number
First Name Date of Birth
Last Name Time zone
Full Name Gender
Emails

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

PayPal Access: Using the Raw Data

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

PayPal Access: The Data Sources

Transaction Activity
Recency Class

Transaction Average
Frequency Spent

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Extending Identity with Recommendations

Recommended
Products

Similar
Products

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Group Dynamics with Prospect Scores

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

In The End…

Data should help, not hinder

Identity should help extend
your business

X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce

Thanks for joining me! Questions?
Slides: https://bitly.com/tocidentity

Jonathan LeBlanc
Developer Evangelist: X.commerce
Email: jleblanc@x.com
Twitter: @jcleblanc

Content: 1. What is Growth Hacking? 2. Success stories: Dropbox, Buffer, Paypal, Twitter 3. Growth Hacking Problem Solving 4. Growth Hacking as Service Sean Ellis (CEO of GrowthHackers) coined the term "growth hacker" in 2010: "Growth Hacker is a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth." Andrew Chen’s (leading GH at Uber) definition: "Growth Hacker is the new VP Marketing. Growth Hackers are a hybrid of marketer and coder, one who looks at the traditional question of 'How do I get customers for my product?' and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph." If you have an eCommerce website those areas could be: Customer Acquisition – bringing people to your website. Customer Engagement – people finding your product. Customer Activation – people registering and buying the product. Customer Retention – people returning and buying something again. You can achieve the Growth Hacking Goal by using various Growth Hacking Approaches. For Retention it could be — email notifications, retargeting, loyalty cards. Inside of the email notifications approach, you can try such Growth Hacking Techniques as “thank you” emails, email notifications for similar products, or emails with information about discounts. Growth Hacker is a cross-functional, multi-tasking person focused on achieving a certain objective. It can be a programmer with an excellent understanding of marketing and analytics, but also a marketer with strong programming skills. The skills required for this profession are actually a combination of marketing, data analyzing, product understanding, and creative and analytical thinking. Combined together, they need to provide you with a solution that might have been overlooked by others. Growth Hacking vs. Marketing — All successful growth hackers are marketers, but not all marketers are growth hackers Digital marketing teams are usually composed of non-technical people that often rely on developers, designers, and data scientists to implement their ideas. On the other hand, growth hacking teams are made of people that generate ideas and execute them from start to finish (wegrowth.com) — Growth hacking is experiment driven marketing focused primarily on how the product is used to create growth both from the distribution and retention side. The key differentiator being the product-level focus vs. the channel-level focus of traditional marketing effort (Morgan Brown, COO of Inman News) — Growth hacking does not separate product design and product effectiveness from marketing (Ryan Holiday, marketer and entrepreneur) Presentation powered by Nestim Gmbh

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2012 O'Reilly TOC: Commerce Identity

1. Changing the Face of Identity Open Commerce In Publishing Jonathan LeBlanc Developer Evangelist: X.commerce Email: jleblanc@x.com Twitter: @jcleblanc

2. The Gist of This Talk X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

3. The Gist of This Talk: PayPal Access X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

4. The Gist of This Talk: PayPal Access X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

5. The Gist of This Talk: PayPal Access X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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 publishers? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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 publishers? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

8. Identity: It’s Not Facebook X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

9. Identity: It’s Not BrowserID X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

10. Identity: It’s Not Even PayPal X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

11. Identity: Login is Just the Tool X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

12. Identity: It’s Human Behavior X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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. Identity: The Different Identity Models Anonymous Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

15. Identity: The Different Identity Models Perceived Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

16. Identity: The Different Identity Models True (Verified) Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

17. What Have We Learned Thus Far? Identity is more than just a login X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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 publishers? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

19. Grouping: Users Get Confused X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

20. Grouping: Find People With Like Interests X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

21. Grouping: Recommended Products X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

22. What Have We Learned Thus Far? Identity is more than just a login Grouping provides insight into users X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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 publishers? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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. 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. Identity Tools: Selling Goods X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

27. Identity Tools: Selling Goods Graph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg) X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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. Identity Tools: Personalization X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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 X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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 publishers? X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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 X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

33. PayPal Access: The Raw Data Verified Account Addresses Language Telephone Number First Name Date of Birth Last Name Time zone Full Name Gender Emails X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

34. PayPal Access: Using the Raw Data X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

35. PayPal Access: Using the Raw Data X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

36. PayPal Access: The Data Sources Transaction Activity Recency Class Transaction Average Frequency Spent X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

37. Extending Identity with Recommendations Recommended Products Similar Products X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

38. Group Dynamics with Prospect Scores X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

39. In The End… Data should help, not hinder Identity should help extend your business X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

40. Thanks for joining me! Questions? Slides: https://bitly.com/tocidentity Jonathan LeBlanc Developer Evangelist: X.commerce Email: jleblanc@x.com Twitter: @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

2012 O'Reilly TOC: Commerce Identity

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Editor's Notes