2012 POSSCON Changing the Face of Identity in Ecommerce

March 2012 presentation on open source Ecommerce identity for POSSCON (Columbia, SC)

Transcript

1. In  Ecommerce   Changing  the  Face  of  Open  Iden2ty   Jonathan  LeBlanc   Developer  Evangelist   Twi9er:  @jcleblanc   E-­‐Mail:  jleblanc@x.com   Github:  github.com/jcleblanc  
2. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   The  Gist  of  This  Talk  
3. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   The  Gist  of  This  Talk:  PayPal  Access  
4. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   The  Gist  of  This  Talk:  PayPal  Access  
5. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   The  Gist  of  This  Talk:  PayPal  Access  
6. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  is  user  idenGty?   How  can  you  use  grouping  to  personalize?   How  do  you  pick  the  right  idenGty  tool?   How  does  PayPal  Access  help?   What  We’re  Going  to  Cover  
7. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  is  user  iden2ty?   How  can  you  use  grouping  to  personalize?   How  do  you  pick  the  right  idenGty  tool?   How  does  PayPal  Access  help?   What  We’re  Going  to  Cover  
8. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  It’s  Not  Facebook  
9. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  It’s  Not  BrowserID  
10. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  It’s  Not  Even  PayPal  
11. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  Login  is  Just  the  Tool  
12. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  It’s  Human  Behavior  
13. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Are  you  tracking  what  a  user  is  viewing?     Are  you  categorizing  your  users?     Are  you  incenGvizing  your  users?   Iden2ty:  Sta2s2cs  From  User  Browsing  Data  
14. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  The  Different  Iden2ty  Models   Anonymous   IdenGty  
15. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  The  Different  Iden2ty  Models   Perceived   IdenGty  
16. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty:  The  Different  Iden2ty  Models   True  (Verified)   IdenGty  
17. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  Have  We  Learned  Thus  Far?   IdenGty  is  more  than  just  a  login  
18. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  is  user  idenGty?   How  can  you  use  grouping  to  personalize?   How  do  you  pick  the  right  idenGty  tool?   How  does  PayPal  Access  help?   What  We’re  Going  to  Cover  
19. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Grouping:  Users  Get  Confused    
20. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Grouping:  Find  People  With  Like  Interests  
21. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Grouping:  Recommended  Products  
22. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  Have  We  Learned  Thus  Far?   IdenGty  is  more  than  just  a  login   Grouping  provides  insight  into  users  
23. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  is  user  idenGty?   How  can  you  use  grouping  to  personalize?   How  do  you  pick  the  right  iden2ty  tool?   How  does  PayPal  Access  help?   What  We’re  Going  to  Cover  
24. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty  Tools:  Proprietary  or  Open?   23  %    of  customers  abandoned  carts  when   asked  to  register.  (Forrester)     45  %    le[  a  site  when  they  couldn’t  remember   their  password.  (Blue  Inc)  
25. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty  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  idenGty?   Do  you  sell  anything?  
26. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty  Tools:  Selling  Goods  
27. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty  Tools:  Selling  Goods   Graph  source  provided  by  Digitas  (h9p://rww.readwriteweb.netdna-­‐cdn.com/teaser.jpg)  
28. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty  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”   }  
29. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Iden2ty  Tools:  Personaliza2on  
30. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  Have  We  Learned  Thus  Far?   IdenGty  is  more  than  just  a  login   Grouping  provides  insight  into  users   The  right  tool  should  work  for  your  needs  
31. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   What  is  user  idenGty?   How  can  you  use  grouping  to  personalize?   How  do  you  pick  the  right  idenGty  tool?   How  does  PayPal  Access  help?   What  We’re  Going  to  Cover  
32. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   PayPal  Access:  The  Core  Principals   IdenGty  is  more  than  just  a  login   Grouping  provides  insight  into  users   The  right  tool  should  work  for  your  needs  
33. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   •  Create  an  applicaGon  at  devportal.x.com.   •  Forward  the  user  to  PayPal  to  authenGcate.   •  Exchange  the  response  code  for  an  access   token.   •  Use  the  access  token  to  collect  user  data.   PayPal  Access:  Implementa2on  Example  
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',  'h9ps://idenGty.x.com/xidenGty/resources/authorize');   define('TOKEN_ENDPOINT',  'h9ps://idenGty.x.com/xidenGty/oauthtokenservice');   define('USER_ENDPOINT',  'h9ps://idenGty.x.com/xidenGty/resources/profile/me');     func2on  run_curl($url,  $method  =  'GET',  $postvals  =  null){  ...  }   ?>  
35. PayPal  Access:  Forwarding  for  Login   <?php   require_once  "common.php";     $auth_url  =  sprinW(          "%s?scope=%s&response_type=code&redirect_uri=%s&client_id=%s",          AUTHORIZATION_ENDPOINT,          urlencode("h9ps://idenGty.x.com/xidenGty/resources/profile/me"),          urlencode(CALLBACK_URL),          KEY);     //forward  user  to  PayPal  auth  page   header("LocaGon:  $auth_url");   ?>    
36. 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  =  sprinW("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));    
37. PayPal  Access:  Using  the  Access  Token   //construct  URI  to  fetch  profile  informaGon  for  current  user   $profile_url  =  sprinW("%s?oauth_token=%s",   PROFILE_ENDPOINT,  $token-­‐>access_token);     //fetch  profile  of  current  user   $profile  =  run_curl($profile_url);     var_dump($profile);   ?>    
38. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Verified  Account   Language   First  Name   Last  Name   Full  Name   Emails   PayPal  Access:  The  Raw  Data   Addresses   Telephone  Number   Date  of  Birth   Time  zone   Gender  
39. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   PayPal  Access:  Using  the  Raw  Data  
40. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   PayPal  Access:  Using  the  Raw  Data  
41. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   PayPal  Access:  The  Data  Sources   TransacGon   Recency   TransacGon   Frequency   AcGvity   Class   Average   Spent  
42. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Seamless  Checkout  Simplifica2on   User  is  already  known  –  no   login  needed.     Simplified  checkout  with  a   single  review  step.  
43. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Extending  Iden2ty  with  Recommenda2ons   Recommended   Products   Similar   Products  
44. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Group  Dynamics  with  Prospect  Scores    
45. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   In  The  End…   Data  should  help,  not  hinder   IdenGty  should  help  extend   your  business  
46. h9p://www.x.com   h9p://slidesha.re/posscon_idenGty   Looking  for  Partners   Early  Access  to  alpha   release  products     Direct  support  from   evangelism  &  engineering    
47. h9p://slidesha.re/posscon_idenGty   Thanks  For  Joining  Me!   Jonathan  LeBlanc   Developer  Evangelist   Twi9er:  @jcleblanc   E-­‐Mail:  jleblanc@x.com   Github:  github.com/jcleblanc