Pro Insight: Introducing the 2.0 Beta Follow
Pro Insight 2.0 features an important update to the UI/UX of the platform that makes it easier for users to discover insights from network signals, understand the most impactful signals on the identity risk score and network risk, and more. Most exciting of all, this update helps deliver improved usability for users in any geographic region.
In this article, we'll cover some of the highlights with this 2.0 release.
Table of Contents
1. Enhanced discoverability of Network Risk and impactful Network Signals
With Pro Insight 2.0, users now are able to see the Network Risk level underneath the Identity Risk Score.
What is Network Risk?
Network Risk is categorized as either LOW, MEDIUM, or HIGH.
This risk indicator is a machine learning prediction, derived from the Ekata Identity Network, that provides insight into how risky a digital interaction is based on activity patterns of core identity elements.
Put another way, Network Risk helps manual review agents understand risk based on how core identity elements interact with each other. It provides a more nuanced behavioral insight and pattern context to an identity that simply checking for a match (i.e. is email valid?) cannot.
PRO TIP: Click the Network Signals Risk underneath the Identity Risk Score to highlight on screen the most impactful network signals influencing the Network Risk.
Are Network Risk and Identity Risk Score related?
The Identity Risk Score is a comprehensive risk score (0 - 500) calculated in real time that combines authoritative data (match statuses, metadata, linkages) from the Ekata Identity Graph as well as usage patterns of elements in the Ekata Identity Network.
Because Network Risk is a machine learning prediction, derived from the Ekata Identity Network, and because the Identity Risk Score takes into consideration data from both the Ekata Identity Graph as well as the Ekata Identity Network, Network Risk will always influence the Identity Risk Score.
However, this does not mean Network Risk and the Identity Risk Score will always align. It is possible, for example, that Network Risk is Low or Medium but the Identity Risk Score is High. Typically, this suggests that network risk signals were mostly positive, but collectively did not have enough weight to derisk the identity given other more impactful, negative identity risk signals.
2. Incorporation of Network Signals within the five results columns
Pro Insight 2.0 visually integrates Network Signals into the five core results columns, enabling users to see quickly the network signals for every identity attribute (i.e. phone, email, primary address, secondary address, and IP address).
3. Expanded network behavioral insights with more Network Signals available in new UI
Age will always appear at the top of the Network Signals section and provides context into how recently an identity attribute was seen.
- For example, a prepaid phone number that was only seen 3 days ago may indicate potential fraud, compared to a phone number first seen over 3 years ago.
Aside from Age, the remaining Network Signals are Velocity, Popularity, and Volatility. Within the columns, they are rank ordered by impact / signal strength on the overall Network Risk assessment.
The signal strength can be seen by looking to the red and green bars next to each network signal type (sometimes described as a "battery indicator" by users).
- More bars, whether red or green, indicate a higher signal strength and therefore a more impactful signal. Fewer bars indicate lower signal strength and less impact on the overall Network Risk.
PRO TIP: Need a refresher on the network signal types? Click the question mark icon in the purple bar labeled NETWORK SIGNALS to pop out definitions of each of the four types of Network signals.
Velocity is the number of times an identity attribute has been seen within a time slice. For example, an email address seen in 76 transactions over the last 14 days will likely have a strong impact as a negative network signal. This signal type provides insight into what is considered a typical transaction volume for an identity, and how historical patterns compare to recent activity.
Popularity is the number of merchants that have seen an identity attribute within a time slice. For example, a secondary address seen by 10 merchants in the last 30 days may suggest a recent move to a new address. This signal type provides insight into the visibility, or "heat", of any identity element by tracking its digital footprint in the market.
- Higher popularity ("high heat") describes an identity element with more online presence in the terms of consumer activity across multiple merchants. For example, a customer that transacts with several brands, many of which for the first time.
- Lower popularity ("low heat") describes an identity element with a smaller online presence in the terms of consumer activity across multiple merchants. For example, a customer that shops consistently across the same 3-5 brands.
Volatility is the number of times an attribute has been paired with a different and unrelated identity data point in transactions. For example, 7 phone numbers have been associated with this shipping address in the last 30 days. This signal type provides insight into the riskiness of an identity element based on how often other unrelated identity elements have been seen associated with the identity element in question.
4. Enhanced discoverability of Network Pair Signals
Pro Insight 2.0 visually integrates Network Signals into the five core results columns. As a result, Network Pair Signals are easier to find and notice on the results page. The new layout provides a more efficient experience and enables each review to focus on the most impactful Network Pair Signals.
5. Seamless activation of Beta Mode via toggle, plus an updated Learning Mode
Pro Insight 2.0 is now available in beta mode.
- To turn beta mode ON, flip the toggle in the upper right hand corner of the screen so that the purple indicator is showing.
- To turn beta mode back OFF, simply click again the flip the toggle back so the gray indicator is once again showing.
The beta toggle will be available as long as Pro Insight 2.0 is in beta.
PRO TIP: For a quick product tour refresher at any time, click into your profile icon to access Learning Mode. This short walkthrough guides a user over the key sections of the interface, and how to start their manual review!
Available on demand, Pro Insight Learning Mode can be turned on by clicking the gray profile icon in the upper right hand corner of the screen. In the dropdown menu, click on "Learning Mode".