2012 Confoo: Changing the Face of Identity in Ecommerce

Changing the Face of Identity
In Ecommerce

Jonathan LeBlanc
Developer Evangelist: X.commerce
Joind.In: https://joind.in/6100
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


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?


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


Identity: Statistics From User Browsing Data

Are you tracking what a user is viewing?

Are you categorizing your users?

Are you incentivizing your users?


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

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?


Identity Tools: Selling Goods


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


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.

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){ ... }
?>

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
Emails


PayPal Access: Using the Raw Data


PayPal Access: The Data Sources

Transaction Activity
Recency Class

Transaction Average
Frequency Spent


Seamless Checkout Simplification

User is already known – no
login needed.

Simplified checkout with a
single review step.


Extending Identity with Recommendations

Recommended
Products

Similar
Products


Group Dynamics with Prospect Scores


In The End…

Data should help, not hinder

Identity should help extend
your business


Looking for Partners

Early Access to alpha
release products

Direct support from
evangelism & engineering


Thanks for joining me! Questions?
Slides: http://slidesha.re/confoo_identity1

Jonathan LeBlanc
Developer Evangelist: X.commerce
Email: jleblanc@x.com
Twitter: @jcleblanc
Github: http://github.com/jcleblanc

2012 Confoo: Changing the Face of Identity in Ecommerce

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