March 2012 talk on "Changing the Face of Identity in Ecommerce" at Confoo in Montreal, QC.
The audio recording from this session is available at http://archive.org/details/ChangingTheFaceOfOpenIdentityInEcommerce
Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
2012 Confoo: Changing the Face of Identity in Ecommerce
1. 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
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?
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?
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?
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?
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
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?
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: 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.
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
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
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
39. PayPal Access: Using the Raw Data
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
40. PayPal Access: Using the Raw Data
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
41. PayPal Access: The Data Sources
Transaction Activity
Recency Class
Transaction Average
Frequency Spent
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
42. Seamless Checkout Simplification
User is already known – no
login needed.
Simplified checkout with a
single review step.
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
43. Extending Identity with Recommendations
Recommended
Products
Similar
Products
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
44. Group Dynamics with Prospect Scores
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
45. In The End…
Data should help, not hinder
Identity should help extend
your business
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
46. Looking for Partners
Early Access to alpha
release products
Direct support from
evangelism & engineering
X.Commerce (eBay Inc.)
http://www.x.com | @x_commerce
47. 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
Notes de l'éditeur
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