2012 ConvergeSE: Exploring Human Identity Through Personalization and Data Mining

1. Exploring Human Identity Through Personalization and Data Mining Jonathan LeBlanc Developer Evangelist: X.commerce Twitter: @jcleblanc E-Mail: jleblanc@x.com Github: github.com/jcleblanc

2. What We’re Going to Cover The Foundations of Human Identity Tribalism and Social Grouping Experimental Identity Methods The Big Bag of Social Identity Fail http://www.x.com http://slideshare.net/jcleblanc

3. What We’re Going to Cover The Foundations of Human Identity Tribalism and Social Grouping Experimental Identity Methods The Big Bag of Social Identity Fail http://www.x.com http://slideshare.net/jcleblanc

4. Human Identity: User Types Anonymous Users Registered Users http://www.x.com http://slideshare.net/jcleblanc

5. Human Identity: Open Identity Programming OpenID (…and the upcoming OpenID Connect) PayPal Access, Google, Yahoo! OAuth (1.0a + 2.0) PayPal Access, Facebook, Twitter BrowserID Mozilla http://www.x.com http://slideshare.net/jcleblanc

6. Human Identity: Anonymous Users http://www.x.com http://slideshare.net/jcleblanc

7. Human Identity: Tracking Anonymous Users There are a few common options Tracking Cookie Local Storage http://www.x.com http://slideshare.net/jcleblanc

8. Human Identity: Tracking Anonymous Users Program Overview • On each page visited, track the URL • HTML5 Local Storage as primary storage • Cookies as secondary storage http://www.x.com http://slideshare.net/jcleblanc

9. Tracking Anonymous Users with Local Storage var storeName = "visited"; if (typeof(localStorage) == 'undefined' ) { //Local Storage Not Available } else { try { var sites = localStorage.getItem(storeName); sites = (sites === null) ? window.location : sites + window.location; localStorage.setItem(storeName, sites + "|"); } catch (e) { if (e == QUOTA_EXCEEDED_ERR) { //quota exceeded } } }

10. Tracking Anonymous Users with Cookies function readCookie(name) { var nameEQ = name + "="; var ca = document.cookie.split(';'); for (var i = 0; i < ca.length; i++) { var c = ca[i]; while (c.charAt(0) == ' '){ c = c.substring(1, c.length) }; if (c.indexOf(nameEQ) == 0){ return c.substring(nameEQ.length, c.length); } } return null; }

11. Tracking Anonymous Users with Cookies var storeName = "visited"; if (typeof(localStorage) == "undefined" ) { var cookieVal = readCookie(storeName); var value = ((cookieVal === null) ? window.location : cookieVal + window.location); var days = 1; var date = new Date(); date.setTime(date.getTime() + (days*24*60*60*1000)); var expires = "; expires=" + date.toGMTString(); document.cookie = storeName + "=" + value + "|" + expires + "; path=/"; } else { //Use Local Storage }

12. Human Identity: Tracking Anonymous Users Next Steps / Improvements • Remove oldest results when storage fills • Build categorization mapping prior to storage to save space (more on this later) http://www.x.com http://slideshare.net/jcleblanc

13. Human Identity: Registered Users http://www.x.com http://slideshare.net/jcleblanc

14. Human Identity: Identity Sources Sources of Real Identity Social (perceived) Concrete (true) http://www.x.com http://slideshare.net/jcleblanc

15. Human Identity: Concrete Identity http://www.x.com http://slideshare.net/jcleblanc

16. PayPal Access: OAuth 2 + Commerce Seamless Checkout Prospect Scores Recommendations http://www.x.com http://slideshare.net/jcleblanc

17. 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){ ... } ?>

18. 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"); ?>

19. 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));

20. 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); ?>

21. PayPal Access: Using the Raw Data http://www.x.com http://slideshare.net/jcleblanc

22. PayPal Access: Using the Raw Data http://www.x.com http://slideshare.net/jcleblanc

23. What We’re Going to Cover The Foundations of Human Identity Tribalism and Social Grouping Experimental Identity Methods The Big Bag of Social Identity Fail http://www.x.com http://slideshare.net/jcleblanc

24. Social Grouping: It’s Not A New Thing… http://www.x.com http://slideshare.net/jcleblanc

25. Social Grouping: Foundation in Tribalism Tribalism started as a way to keep us safe …it has lead to some horrible parts of history but it is also a foundation of many of our social relationships http://www.x.com http://slideshare.net/jcleblanc

26. Social Grouping: The Real Life Social Graph http://www.x.com http://slideshare.net/jcleblanc

27. Social Grouping: The Online Social Graph http://www.x.com http://slideshare.net/jcleblanc

28. Social Grouping: Group Types Follower Type Connection Type Group Type http://www.x.com http://slideshare.net/jcleblanc

29. Social Grouping: Data Miners are Rock Stars http://www.x.com http://slideshare.net/jcleblanc

30. Social Grouping: Group Programming Primer Program Overview • Use all URLs from the previous program. • Obtain content category for page. • Categorize user interest. http://www.x.com http://slideshare.net/jcleblanc

31. Social Grouping: Group Programming Primer Step 1: Obtain Website Content http://www.x.com http://slideshare.net/jcleblanc

32. Social Grouping: Group Programming Primer Step 2: Perform Keyword Density Search http://www.x.com http://slideshare.net/jcleblanc

33. Social Grouping: Group Programming Primer Step 3: Weight Keywords http://www.x.com http://slideshare.net/jcleblanc

34. What We’re Going to Cover The Foundations of Human Identity Tribalism and Social Grouping Experimental Identity Methods The Big Bag of Social Identity Fail http://www.x.com http://slideshare.net/jcleblanc

35. Experimental Identity: WebFinger http://www.x.com http://slideshare.net/jcleblanc

36. Experimental Identity: WebFinger Step 1: Perform Discovery curl https://gmail.com/.well-known/host-meta http://www.x.com http://slideshare.net/jcleblanc

37. Experimental Identity: WebFinger <XRD xmlns='http://docs.oasis.open.org/ns/xri/xrd-1.0' xmlns:hm='http://host-meta.net/xrd/1.0'> <hm:Host xmlns='http://host-meta.net/xrd/1.0'>gmail.com </hm:Host> <Link rel='lrdd' template='http://www.google.com/s2/webfinger/?q={uri}'> <Title>Resource Descriptor</Title> </Link> </XRD> http://www.x.com http://slideshare.net/jcleblanc

38. Experimental Identity: WebFinger Step 2: Collect User Data curl http://www.google.com/s2/webfinger/?q=nakedt echnologist@gmail.com http://www.x.com http://slideshare.net/jcleblanc

39. Experimental Identity: WebFinger User Profile http://www.google.com/profiles/nakedtechnologist Portable Contacts http://www- opensocial.googleusercontent.com/api/people/118167 121283215553793/ http://www.x.com http://slideshare.net/jcleblanc

40. Experimental Identity: WebFinger profileUrl id thumbnail url urls photos name formatted family name given name display name http://www.x.com http://slideshare.net/jcleblanc

41. Experimental Identity: BrowserID http://www.x.com http://slideshare.net/jcleblanc

42. Experimental Identity: BrowserID BrowserID Source <script src="https://browserid.org/include.js" type="text/javascript"></script> JQuery Source <script src="http://code.jquery.com/jquery.min.js" type="text/javascript"></script> http://www.x.com http://slideshare.net/jcleblanc

43. Experimental Identity: BrowserID navigator.id.get(function(assertion) { if (assertion) { $.ajax({ url: 'https://browserid.org/verify', type: 'POST', data: 'assertion='+assertion+'&audience=jcleblanc.com', success: function(res) { console.log(res); } }); }); http://www.x.com http://slideshare.net/jcleblanc

44. Experimental Identity: BrowserID Results { audience: "jcleblanc.com", email: "nakedtechnologist@gmail.com", expires: 1320081400987, issuer: "browserid.org", status: "okay" } http://www.x.com http://slideshare.net/jcleblanc

45. What We’re Going to Cover The Foundations of Human Identity Tribalism and Social Grouping Experimental Identity Methods The Big Bag of Social Identity Fail http://www.x.com http://slideshare.net/jcleblanc

46. Social Identity Fail: Personal Safety When Social Discovery Impacts Personal Safety “My privacy concerns are not trite. They are linked to my actual physical safety” --Harriet Jacobs (Gizmodo) http://www.x.com http://slideshare.net/jcleblanc

47. Social Identity Fail: Privacy Concerns When Making Things Easy Impairs Privacy “Path Uploads Your Entire iPhone Contact List By Default” --Mark Hachman (PCMag) http://www.x.com http://slideshare.net/jcleblanc

48. Social Identity Fail: The Fine Line The Fine Line Between Insightful and Creepy “How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did” --Kashmir Hill (Forbes) http://www.x.com http://slideshare.net/jcleblanc

49. Identity Programming Core Concepts Identity is more than just a login Have a social conscience Find the tool that: – Has the raw data that you need – Works with your business http://www.x.com http://slideshare.net/jcleblanc

50. Thanks! Any Questions? http://slidesha.re/convergese_id Jonathan LeBlanc Developer Evangelist: X.commerce Twitter: @jcleblanc E-Mail: jleblanc@x.com Github: github.com/jcleblanc