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The Future of Identification

Keynote originally given at Web and PHP Conference 2013 http://webandphp.com/conference/TheFutureofIdentification:PersonalizationThroughInteraction People are no longer satisfied with flat, single output websites that do nothing to personalize themselves to the needs and differences of each viewer. With the wealth of data and interaction mining techniques being employed in everything from online sites to brick and mortar stores, we are truly seeing a major industry shift towards automatic personalization. The future of user identification and personalization will not be in the act of logging in, it will be in mining the interaction of users with those sites, creating personality graphs and tracking the emotional state of each person based on their actions. Through these techniques you can deliver customized content, recommendations, and a fully personalized user experience that changes right along with each person.

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The Future of Identification

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  1. The Future of Identification Personalization Through Interaction Jonathan LeBlanc Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc

  2. The Age of Online Identity

  3. You can determine the personality profile of a person based on what they interact with

  4. Psychology Meets Technology

  5. What they know What they know they don’t know What they don’t know even exists

  6. Learning something Everything you know new

  7. Building the Personality Profile

  8. Our Subject Material HTML content is unstructured You can’t trust that anything semantically valid will be present There are some pretty bad web practices on the interwebz

  9. Start with Base Linguistics

  10. Page Data Keywords Weighting

  11. Weighting Important Data

  12. Expanding to Phrases

  13. Working with Hidden Users

  14. Time Interactions and Identity

  15. Applying Emotional Design

  16. Color Theory & the Base Level Primary color Principal Emotion Filler Color Neutral Glue Accent colors Secondary Response

  17. Some Color Theory may be BS…

  18. Much is Based in Science Birds with brightly colored leg bands higher on the mating ranks. Red clothing in competition sports lead to higher win rate.

  19. Culture Makes a Difference Australian Aboriginals: Land, earth Celtic: Death, afterlife China: Good luck, celebration Cherokees: Success, triumph Hebrew: Sacrifice, sin India: Purity South Africa: Color of mourning Eastern: Happiness and prosperity Western: Excitement, danger, love, passion

  20. Putting Data + Emotions Together

  21. Understanding the Path The Path the User Takes What is the path the user takes?

  22. What the User Cares About Topic Interest from Time on Page Measuring time on page to give insight into user topic interest

  23. Managing Irrelevant Content Remove / hide content based on user profile and state

  24. Acting on Disinterest / Boredom Traits of the Bored Distraction Repetition Tiredness Reasons for Boredom Lack of interest Readiness

  25. Highlighting on Agitated Behavior Highlight relevant content to reduce agitated behavior

  26. Expanding Identity via Commonality

  27. Thank You! http://slideshare.net/jcleblanc Jonathan LeBlanc (@jcleblanc) Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc

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