2012 ConvergeSE: Exploring Human Identity Through Personalization and Data Mining

Through Personaliza0on and Data Mining Exploring Human Iden0ty
Jonathan LeBlanc Developer Evangelist: X.commerce Twi;er: @jcleblanc E-‐Mail: [email protected] Github: github.com/jcleblanc

h;p://www.x.com h;p://slideshare.net/jcleblanc The FoundaGons of Human IdenGty
Tribalism and Social Grouping Experimental IdenGty Methods The Big Bag of Social IdenGty Fail What We’re Going to Cover

h;p://www.x.com h;p://slideshare.net/jcleblanc The Founda0ons of Human Iden0ty

h;p://www.x.com h;p://slideshare.net/jcleblanc Human Iden0ty: User Types Anonymous
Users Real IdenGty Login

h;p://www.x.com h;p://slideshare.net/jcleblanc OAuth (1.0a + 2.0) PayPal
Access, Facebook, Twi;er OpenID (…and the upcoming OpenID Connect) PayPal Access, Google, Yahoo! BrowserID Mozilla Human Iden0ty: Open Iden0ty Programming

h;p://www.x.com h;p://slideshare.net/jcleblanc Human Iden0ty: Anonymous Users

h;p://www.x.com h;p://slideshare.net/jcleblanc There are a few common op0ons
Human Iden0ty: Tracking Anonymous Users Tracking Cookie Local Storage

h;p://www.x.com h;p://slideshare.net/jcleblanc •  On each page visited, track
the URL •  HTML5 Local Storage as primary storage •  Cookies as secondary storage Human Iden0ty: Tracking Anonymous Users Program Overview

Tracking Anonymous Users with Local Storage var storeName =
"visited"; if (typeof(localStorage) == 'undeﬁned' ) { //Local Storage Not Available } else { try { var sites = localStorage.getItem(storeName); sites = (sites === null) ? window.loca0on : sites + window.loca0on; localStorage.setItem(storeName, sites + "|"); } catch (e) { if (e == QUOTA_EXCEEDED_ERR) { //quota exceeded } } }

Tracking Anonymous Users with Cookies func0on readCookie(name) {
var nameEQ = name + "="; var ca = document.cookie.split(';'); for (var i = 0; i < ca.length; i++) { var c = ca[i]; while (c.charAt(0) == ' '){ c = c.substring(1, c.length) }; if (c.indexOf(nameEQ) == 0){ return c.substring(nameEQ.length, c.length); } } return null; }

var storeName = "visited"; if (typeof(localStorage) == "undeﬁned" )
{ var cookieVal = readCookie(storeName); var value = ((cookieVal === null) ? window.locaGon : cookieVal + window.locaGon); var days = 1; var date = new Date(); date.setTime(date.getTime() + (days*24*60*60*1000)); var expires = "; expires=" + date.toGMTString(); document.cookie = storeName + "=" + value + "|" + expires + "; path=/"; } else { //Use Local Storage } Tracking Anonymous Users with Cookies

h;p://www.x.com h;p://slideshare.net/jcleblanc •  Remove oldest results when storage
ﬁlls •  Build categorizaGon mapping prior to storage to save space (more on this later) Human Iden0ty: Tracking Anonymous Users Next Steps / Improvements

h;p://www.x.com h;p://slideshare.net/jcleblanc Human Iden0ty: Real Iden0ty Users

h;p://www.x.com h;p://slideshare.net/jcleblanc Human Iden0ty: Real Iden0ty Sources
Social (perceived) Concrete (true) Sources of Real Iden0ty

h;p://www.x.com h;p://slideshare.net/jcleblanc Human Iden0ty: Concrete Iden0ty

h;p://www.x.com h;p://slideshare.net/jcleblanc PayPal Access: OAuth 2 + Commerce
Seamless Checkout Prospect Scores RecommendaGons

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', 'h;ps://idenGty.x.com/xidenGty/resources/authorize'); define('TOKEN_ENDPOINT', 'h;ps://idenGty.x.com/xidenGty/oauthtokenservice'); define('USER_ENDPOINT', 'h;ps://idenGty.x.com/xidenGty/resources/profile/me'); func0on run_curl($url, $method = 'GET', $postvals = null){ ... } ?>

PayPal Access: Forwarding for Login <?php require_once "common.php";
$auth_url = sprinb( "%s?scope=%s&response_type=code&redirect_uri=%s&client_id=%s", AUTHORIZATION_ENDPOINT, urlencode("h;ps://idenGty.x.com/xidenGty/resources/proﬁle/me"), urlencode(CALLBACK_URL), KEY); //forward user to PayPal auth page header("LocaGon: $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 = sprinb("client_id=%s&client_secret= %s&grant_type=authorizaGon_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 informaGon for current user $profile_url = sprinb("%s?oauth_token=%s", PROFILE_ENDPOINT, $token-‐>access_token); //fetch profile of current user $profile = run_curl($profile_url); var_dump($profile); ?>

h;p://www.x.com h;p://slideshare.net/jcleblanc PayPal Access: Using the Raw Data

h;p://www.x.com h;p://slideshare.net/jcleblanc Social Grouping: It’s Not A New
Thing…

h;p://www.x.com h;p://slideshare.net/jcleblanc Tribalism started as a way to
keep us safe …it has lead to some horrible parts of history but it is also a foundaGon of many of our social relaGonships Social Grouping: Founda0on in Tribalism

h;p://www.x.com h;p://slideshare.net/jcleblanc Social Grouping: The Real Life Social
Graph

h;p://www.x.com h;p://slideshare.net/jcleblanc Social Grouping: The Online Social Graph

h;p://www.x.com h;p://slideshare.net/jcleblanc Social Grouping: Group Types Follower
Type ConnecGon Type Group Type

h;p://www.x.com h;p://slideshare.net/jcleblanc Social Grouping: Data Miners are Rock
Stars

h;p://www.x.com h;p://slideshare.net/jcleblanc •  Use all URLs from the
previous program. •  Obtain content category for page. •  Categorize user interest. Social Grouping: Group Programming Primer Program Overview

h;p://www.x.com h;p://slideshare.net/jcleblanc Social Grouping: Group Programming Primer
Step 1: Obtain Website Content

Step 2: Perform Keyword Density Search

Step 3: Weight Keywords

Tribalism and Social Grouping Experimental Iden0ty Methods The Big Bag of Social IdenGty Fail What We’re Going to Cover

h;p://www.x.com h;p://slideshare.net/jcleblanc Experimental Iden0ty: WebFinger

h;p://www.x.com h;p://slideshare.net/jcleblanc Step 1: Perform Discovery
curl h;ps://gmail.com/.well-‐known/host-‐meta Experimental Iden0ty: WebFinger

h;p://www.x.com h;p://slideshare.net/jcleblanc Experimental Iden0ty: WebFinger <XRD xmlns='h;p://docs.oasis.open.org/ns/xri/xrd-‐1.0'
xmlns:hm='h;p://host-‐meta.net/xrd/1.0'> <hm:Host xmlns='h;p://host-‐meta.net/xrd/1.0'>gmail.com </hm:Host> <Link rel='lrdd' template='h;p://www.google.com/s2/webﬁnger/?q={uri}'> <Title>Resource Descriptor</Title> </Link> </XRD>

h;p://www.x.com h;p://slideshare.net/jcleblanc Step 2: Collect User Data
curl h;p://www.google.com/s2/webﬁnger/? [email protected] Experimental Iden0ty: WebFinger

h;p://www.x.com h;p://slideshare.net/jcleblanc User Proﬁle h;p://www.google.com/proﬁles/nakedtechnologist Portable
Contacts h;p://www-‐opensocial.googleusercontent.com/api/ people/118167121283215553793/ Experimental Iden0ty: WebFinger

h;p://www.x.com h;p://slideshare.net/jcleblanc proﬁleUrl id thumbnail url
urls photos Experimental Iden0ty: WebFinger name forma;ed family name given name display name

h;p://www.x.com h;p://slideshare.net/jcleblanc Experimental Iden0ty: BrowserID

h;p://www.x.com h;p://slideshare.net/jcleblanc BrowserID Source <script src="h;ps://browserid.org/include.js"
type="text/javascript"></script> JQuery Source <script src="h;p://code.jquery.com/jquery.min.js" type="text/javascript"></script> Experimental Iden0ty: BrowserID

h;p://www.x.com h;p://slideshare.net/jcleblanc Experimental Iden0ty: BrowserID navigator.id.get(func0on(asserGon)
{ if (asserGon) { $.ajax({ url: 'h;ps://browserid.org/verify', type: 'POST', data: 'asserGon='+asserGon+'&audience=jcleblanc.com', success: func0on(res) { console.log(res); } }); });

h;p://www.x.com h;p://slideshare.net/jcleblanc { audience:
"jcleblanc.com", email: "[email protected]", expires: 1320081400987, issuer: "browserid.org", status: "okay" } Experimental Iden0ty: BrowserID Results

Tribalism and Social Grouping Experimental IdenGty Methods The Big Bag of Social Iden0ty Fail What We’re Going to Cover

h;p://www.x.com h;p://slideshare.net/jcleblanc “My privacy concerns are
not trite. They are linked to my actual physical safety” -‐-‐Harriet Jacobs (Gizmodo) Social Iden0ty Fail: Personal Safety When Social Discovery Impacts Personal Safety

h;p://www.x.com h;p://slideshare.net/jcleblanc “Path Uploads Your EnGre
iPhone Contact List By Default” -‐-‐Mark Hachman (PCMag) Social Iden0ty Fail: Privacy Concerns When Making Things Easy Impairs Privacy

h;p://www.x.com h;p://slideshare.net/jcleblanc “How Target Figured Out
A Teen Girl Was Pregnant Before Her Father Did” -‐-‐Kashmir Hill (Forbes) Social Iden0ty Fail: The Fine Line The Fine Line Between Insighbul and Creepy

h;p://www.x.com h;p://slideshare.net/jcleblanc IdenGty is more than just a
login AuthenGcaGon is just the ﬁrst step Find the tool that: – Has the raw data that you need – Works with your business Iden0ty Programming Core Concepts

hgp://slidesha.re/convergese_id Thanks! Any Ques0ons? Jonathan LeBlanc Developer
Evangelist: X.commerce Twi;er: @jcleblanc E-‐Mail: [email protected] Github: github.com/jcleblanc

2012 ConvergeSE: Exploring Human Identity Through Personalization and Data Mining

2012 ConvergeSE: Exploring Human Identity Through Personalization and Data Mining

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