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

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

Identity: It’s Not Facebook X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Identity: It’s Not BrowserID X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Identity: It’s Not Even PayPal X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Identity: Login is Just the Tool X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Identity: It’s Human Behavior X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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

Identity: The Different Identity Models Anonymous Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Identity: The Different Identity Models Perceived Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Identity: The Different Identity Models True (Verified) Identity X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

What Have We Learned Thus Far? Identity is more than just a login X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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

Grouping: Find People With Like Interests X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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

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

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

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

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

Identity Tools: Selling Goods Graph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg) X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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

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

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

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

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

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 Language First Name Last Name Full Name Emails Addresses Telephone Number Date of Birth Time zone Gender X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

PayPal Access: Using the Raw Data X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

PayPal Access: The Data Sources Activity Class Transaction Recency Transaction Frequency Average Spent X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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

Extending Identity with Recommendations Recommended Products Similar Products X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Group Dynamics with Prospect Scores X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

In The End… Data should help, not hinder Identity should help extend your business X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

Looking for Partners Early Access to alpha release products Direct support from evangelism & engineering X.Commerce (eBay Inc.) http://www.x.com | @x_commerce

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