Guilty Until Proven Innocent: How Incorrectly Identifying Good Customers as Cybercriminals Damages Your Bottom Line
In today's online marketplace, however, consumers have multiple online personas and interact with dozens of websites on a daily basis — interactions that can be used to help verify and authenticate the user's identity for all online transactions.
Context-Based Authentication: A Better Way
Context-based authentication is a passive security approach that evaluates a user's device, associated online personas, transaction context and previous online behaviors in real time, enabling retailers to gauge user credibility according to a wide range of variables. Rather than relying exclusively on your brand's own history with a user, context-based authentication and a global intelligence network allows you to quickly differentiate good customers from fraudsters, eliminating unnecessary customer friction.