2012 confoo: changing the face of identity in ecommerce

Changing the Face of Identity

In Ecommerce

Jonathan LeBlancDeveloper Evangelist: X.commerce

Joind.In: https://joind.in/6100Email: jleblanc@x.com

Twitter: @jcleblanc

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

The Gist of This Talk

The Gist of This Talk: PayPal Access

What is user identity?

How can you use grouping to personalize?

How do you pick the right identity tool?

How does PayPal Access help?

What We’re Going to Cover

Identity: It’s Not Facebook

Identity: It’s Not BrowserID

Identity: It’s Not Even PayPal

Identity: Login is Just the Tool

Identity: It’s Human Behavior

Are you tracking what a user is viewing?

Are you categorizing your users?

Are you incentivizing your users?

Identity: Statistics From User Browsing Data

Identity: The Different Identity Models

Anonymous Identity

Perceived Identity

True (Verified) Identity

What Have We Learned Thus Far?

Identity is more than just a login

Grouping: Users Get Confused

Grouping: Find People With Like Interests

Grouping: Recommended Products

Grouping provides insight into users

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)

Identity Tools: It’s Simpler Than You Think

What kind of raw user data do you need?

In what ways do you want to personalize your product with identity?

Do you sell anything?

Identity Tools: Selling Goods

Graph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg)

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”}

Identity Tools: Personalization

The right tool should work for your needs

PayPal Access: The Core Principals

The right tool should work for your needs

• 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.

PayPal Access: Implementation Example

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

<?phprequire_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 pageheader("Location: $auth_url");?>

PayPal Access: Obtaining the Access Token

<?phprequire_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);?>

Verified AccountLanguageFirst NameLast NameFull NameEmails

PayPal Access: The Raw Data

AddressesTelephone NumberDate of BirthTime zoneGender

PayPal Access: Using the Raw Data

PayPal Access: The Data Sources

TransactionRecency

TransactionFrequency

Activity Class

Average Spent

Seamless Checkout Simplification

User is already known – no login needed.

Simplified checkout with a single review step.

Extending Identity with Recommendations

2012 confoo: changing the face of identity in ecommerce

commerce ebay

user identity

identity tools

right identity tool

paypal access help

paypal accessx

kind of raw user data

like interestsx

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