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O'Reilly Tool of Change talk on "Changing the Face of Open Commerce Identity in Publishing": New York, NY (February 2012). The audio recording from this session is available at http://archive.org/details/ChangingTheFaceOfOpenIdentityInEcommerceOreillyToc2012
Citation preview
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
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
The Gist of This Talk: PayPal Access
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 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
X.Commerce (eBay Inc.)http://www.x.com | @x_commerce
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
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
Are you tracking what a user is viewing?
Are you categorizing your users?
Are you incentivizing your users?
Identity: Statistics From User Browsing Data
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
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
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
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
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
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?
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”:["[email protected]"], "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
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
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
Verified AccountLanguageFirst NameLast NameFull NameEmails
PayPal Access: The Raw Data
AddressesTelephone NumberDate of BirthTime zoneGender
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: Using the Raw Data
X.Commerce (eBay Inc.)http://www.x.com | @x_commerce
PayPal Access: The Data Sources
TransactionRecency
TransactionFrequency
Activity Class
Average Spent
X.Commerce (eBay Inc.)http://www.x.com | @x_commerce
Extending Identity with Recommendations
Recommended Products
SimilarProducts
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
Thanks for joining me! Questions?
Slides: https://bitly.com/tocidentity
Jonathan LeBlancDeveloper Evangelist: X.commerce
Email: [email protected]: @jcleblanc