Download - 2012 ConvergeSE: Exploring Human Identity Through Personalization and Data Mining

Through Personalization and Data Mining

Exploring Human Identity

Jonathan LeBlancDeveloper Evangelist: X.commerce

Twitter: @jcleblancE-Mail: [email protected]

Github: github.com/jcleblanc

http://www.x.com http://slideshare.net/jcleblanc

The Foundations of Human Identity

Tribalism and Social Grouping

Experimental Identity Methods

The Big Bag of Social Identity Fail

What We’re Going to Cover








Human Identity: User Types

Anonymous Users Registered Users


OpenID (…and the upcoming OpenID Connect)PayPal Access, Google, Yahoo!

OAuth (1.0a + 2.0)PayPal Access, Facebook, Twitter

BrowserIDMozilla

Human Identity: Open Identity Programming


Human Identity: Anonymous Users


There are a few common options

Human Identity: Tracking Anonymous Users

Tracking Cookie Local Storage


• On each page visited, track the URL

• HTML5 Local Storage as primary storage

• Cookies as secondary storage


Program Overview

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 } }}

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;}

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}

Tracking Anonymous Users with Cookies


• Remove oldest results when storage fills

• Build categorization mapping prior to storage to save space (more on this later)


Next Steps / Improvements


Human Identity: Registered Users


Human Identity: Identity Sources

Social (perceived) Concrete (true)

Sources of Real Identity


Human Identity: Concrete Identity


PayPal Access: OAuth 2 + Commerce

Seamless Checkout

Prospect Scores

Recommendations

PayPal Access: The Common Code

<?phpdefine('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

<?phprequire_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 pageheader("Location: $auth_url");?>

PayPal Access: Obtaining the Access Token

<?phprequire_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: Using the Raw Data


PayPal Access: Using the Raw Data








Social Grouping: It’s Not A New Thing…


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

Social Grouping: Foundation in Tribalism


Social Grouping: The Real Life Social Graph


Social Grouping: The Online Social Graph


Social Grouping: Group Types

Follower Type

Connection Type

Group Type


Social Grouping: Data Miners are Rock Stars


• Use all URLs from the previous program.

• Obtain content category for page.

• Categorize user interest.

Social Grouping: Group Programming Primer

Program Overview



Step 1: Obtain Website Content



Step 2: Perform Keyword Density Search



Step 3: Weight Keywords








Experimental Identity: WebFinger


Step 1: Perform Discovery

curl https://gmail.com/.well-known/host-meta




<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>


Step 2: Collect User Data

curl http://www.google.com/s2/webfinger/[email protected]



User Profilehttp://www.google.com/profiles/nakedtechnologist

Portable Contactshttp://www-opensocial.googleusercontent.com/api/people/118167121283215553793/



profileUrlidthumbnail urlurlsphotos


name formatted family name given name display name


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>




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); } });});


{ audience: "jcleblanc.com", email: "[email protected]", expires: 1320081400987, issuer: "browserid.org", status: "okay"}

Experimental Identity: BrowserID Results








“My privacy concerns are not trite. They are linked to my actual physical safety” --Harriet Jacobs (Gizmodo)

Social Identity Fail: Personal Safety

When Social Discovery Impacts Personal Safety


“Path Uploads Your Entire iPhone Contact List By Default” --Mark Hachman (PCMag)

Social Identity Fail: Privacy Concerns

When Making Things Easy Impairs Privacy


“How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did” --Kashmir Hill (Forbes)

Social Identity Fail: The Fine Line

The Fine Line Between Insightful and Creepy


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

Identity Programming Core Concepts

http://slidesha.re/convergese_id

Thanks! Any Questions?

Jonathan LeBlancDeveloper Evangelist: X.commerce

Twitter: @jcleblancE-Mail: [email protected]

Github: github.com/jcleblanc