2012 O'Reilly TOC: Commerce Identity

Changing the Face of Identity

Open Commerce In Publishing

Jonathan LeBlancDeveloper Evangelist: X.commerce

Email: [email protected]: @jcleblanc

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

The Gist of This Talk


The Gist of This Talk: PayPal Access


What is user identity?

How can you use grouping to personalize?

How do you pick the right identity tool?

How does PayPal Access help publishers?

What We’re Going to Cover


Identity: It’s Not Facebook


Identity: It’s Not BrowserID


Identity: It’s Not Even PayPal


Identity: Login is Just the Tool


Identity: It’s Human Behavior


Are you tracking what a user is viewing?

Are you categorizing your users?

Are you incentivizing your users?

Identity: Statistics From User Browsing Data


Identity: The Different Identity Models

Anonymous Identity



Perceived Identity



True (Verified) Identity


What Have We Learned Thus Far?

Identity is more than just a login


Grouping: Users Get Confused


Grouping: Find People With Like Interests


Grouping: Recommended Products




Grouping provides insight into users


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)


Identity 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 identity?

Do you sell anything?


Identity Tools: Selling Goods


Identity Tools: Selling Goods

Graph source provided by Digitas (http://rww.readwriteweb.netdna-cdn.com/teaser.jpg)


Identity Tools: Raw User Data

{ "addresses":[{ "state":"CA”, "street1":"1339 moonlight way”, "city":"New York", "zip":"92345” }], "emails”:["[email protected]"], "firstName":"John", "lastName":"Smith", "telephoneNumber":"2123935554”}


Identity Tools: Personalization





The right tool should work for your needs


PayPal Access: The Core Principals



The right tool should work for your needs


Verified AccountLanguageFirst NameLast NameFull NameEmails

PayPal Access: The Raw Data

AddressesTelephone NumberDate of BirthTime zoneGender


PayPal Access: Using the Raw Data


PayPal Access: The Data Sources

TransactionRecency

TransactionFrequency

Activity Class

Average Spent


Extending Identity with Recommendations

Recommended Products

SimilarProducts


Group Dynamics with Prospect Scores


In The End…

Data should help, not hinder

Identity should help extend your business

Thanks for joining me! Questions?

Slides: https://bitly.com/tocidentity

Jonathan LeBlancDeveloper Evangelist: X.commerce

Email: [email protected]: @jcleblanc

2012 O'Reilly TOC: Commerce Identity

Technology

Transcript of 2012 O'Reilly TOC: Commerce Identity