Dynamic Friction can assist efforts to reduce longstanding problems like false positives and growing problems like account takeovers.
Jeff Sakasegawa, trust and safety architect at Sift.
For e-commerce leaders, protection and growth aren’t tradeoffs. Reducing fraud while delivering great user experiences is only possible by incorporating the three elements of Dynamic Friction.
Accurate risk assessments: every interaction contains clues about how trustworthy a user is. Machine learning pieces together thousands of signals to dynamically guide your users to the right experience.
Custom experiences: eliminate friction for trusted users, block risky interactions, and apply additional verification to everything in between — so every users has a tailored experience.
Automation at scale: as a brand grows, so do user expectations. Compnaies need the capability to route customers to the appropriate experience instantly — whether they have thousands of customers or millions.
Here is Sift‘s pitch:
Sift – Launch – The Phocuswright Conference
And further analysis in the PhocusWire Studio:
Sift interview (PhocusWire @ Phocuswright Conference 2019)