Let’s face it, no one likes fraud. But what are you doing to combat it? Watch Jonathan Baker, Senior Manager of Asset Protection at GameStop, and Tom Donlea, Director of the eCommerce Practice for Whitepages Pro, as they discuss tactical ways to fight fraud and clear good orders faster.

1. GameStop and Whitepages Pro
Combating Fraud
Hosts: Tom Donlea and Jonathan Baker
September 15, 2015
GameStop and Whitepages Pro
Combating Fraud
Hosts: Tom Donlea and Jonathan Baker
September 15, 2015

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Whitepages // Confidential
Today you’ll learn what they’re doing
to make a difference by:
 Providing frictionless fulfillment with real-time data
 Efficiently clearing more good orders – with confidence!
 Utilizing tools and technology to automate
their verification process
GameStop is rising to the call of duty to fight fraud and
keep the most popular technologies affordable for
their customers with Whitepages Pro identity data
A CALL TO DUTY

3. Meet your Hosts
Two very smart and seasoned defenders
of profitable eCommerce.

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Whitepages // Confidential
Tom Donlea
As Director of eCommerce Practice for Whitepages Pro,
Tom Donlea aids in expanding the knowledge and footprint
of Whitepages Pro in the online payment and risk space.
An avid public speaker, he is an industry thought leader for
the company around the intersection of manual review and
fraud prevention.
Tom previously served as Managing Director, Americas,
for the Merchant Risk Council (MRC), where he was
responsible for leading North American programs.
During his seven years at the MRC, Tom Donlea created
and facilitated innumerable conversations to educate
merchants and propagate best practices for online
transaction safety and efficiency. Tom holds a Bachelor’s
degree in marketing and finance from Loras College.

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Whitepages // Confidential
Founded 1997
HQ in Seattle
Leader
in
Mobile
Identity
Data
Whitepages Graph Database

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Whitepages // Confidential
Founded 1997
HQ in Seattle
Leader
in
Mobile
Identity
Data
Some RockStar Brands We Work With

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Whitepages // Confidential
Founded 1997
HQ in Seattle
Leader
in
Mobile
Identity
Data
Some RockStar Brands We Work With

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Whitepages // Confidential
Jonathan (Jon) Baker
With 9+ years of experience in retail and corporate
investigations, Jon Baker is currently responsible
for the management of the e-commerce fraud and
investigations team at GameStop. This includes,
but is not limited to, automated/manual review
management, chargeback analysis, profit analysis,
and field investigations initiation and support.
Jon has previously held both field and corporate
based investigations positions for several large
retail organizations. Jon has a Bachelor’s degree
in Sociology and a Master’s degree in Criminology
from the Florida State University.
GameStop | Jonathan Baker | Sr. Manager, Asset
Protection Multichannel Investigations |

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Whitepages // Confidential
GameStop is a global multichannel video game, consumer
electronics and wireless services retailer with more than
6,600 stores worldwide, GameStop is a family of specialty
retail brands that makes the most popular technologies
affordable and simple.
WHO IS GAMESTOP
Founded: 1996
Headquarters:
Grapevine, Texas, USA
Employees:
>45,000 worldwide
Annual Revenues:
$9.296 billion (FY14)
Fortune 500 Rank: 311

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The GameStop Vision
GameStop is committed to delivering innovation to consumers anywhere, anytime and anyway they
want it. Whether looking for new or pre-owned, digital or physical video game titles, the latest in video
game hardware or accessories or consumer electronics, gaming and technology enthusiasts are
invited to discover and enjoy their favorite products in GameStop’s welcoming environment

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Whitepages Helping Us Stay Customer Centered
We wanted to improve. So we
focused on following goals:

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Whitepages // Confidential
Whitepages Helping Us Stay Customer Centered
We wanted to improve. So we
focused on following goals:
Minimize Customer Insult rates

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Whitepages // Confidential
Whitepages Helping Us Stay Customer Centered
We wanted to improve. So we
focused on following goals:
Minimize Customer Insult rates
Increase productivity of order
verification team

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Whitepages // Confidential
Whitepages Helping Us Stay Customer Centered
We wanted to improve. So we
focused on following goals:
Minimize Customer Insult rates
Increase productivity of order
verification team
Speed to clear non-fraud in
manual review

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Identify tools to identify persons
Strategy to Improve Order Process

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Identify tools to identify persons
Utilize great data for verification
Strategy to Improve Order Process

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Whitepages // Confidential
Identify tools to identify persons
Utilize great data for verification
High confidence and accuracy
Strategy to Improve Order Process

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Whitepages // Confidential
Identify tools to identify persons
Utilize great data for verification
High confidence and accuracy
Robust historical connections
Strategy to Improve Order Process

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Whitepages // Confidential
Identify tools to identify persons
Utilize great data for verification
High confidence and accuracy
Robust historical connections
Leverage technology for automation
Integrations with our platform
Strategy to Improve Order Process

20. Order Review Process
Manual review +
Identity Check for Web
Order placed online Fraud platform checks Identity Check

21. Blocked
Order Review Process
Manual review +
Identity Check for Web
We process 10k + orders per day
Cleared
Order placed online Fraud platform checks Identity Check

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Whitepages // Confidential
When We First Started with Identity Check
Why Whitepages Pro?
Large amount of historical data
High fidelity in their data
Started with manual entry
to review orders
Intuitive and easy to use
web interface
Future scalability
Started using: February 2015

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Whitepages // Confidential
Greater Improvements with Automation
Deep linking and API capabilities
Component Scores (0 to 50)
Diagnostics
Reduces manual review queue
Build Additional rules
and weighting
Intuitive and easy to
use web interface
Future scalability
May 2015 signed up for API

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Whitepages // Confidential
Providing Frictionless Fulfillment Overall Fraud Score 7,000
WHITEPAGES CHECKS FRAUD SCORE
Phone-to-Name Mismatch 500
Phone-to-Address Mismatch 500
Phone Account is Prepaid 250
Phone Line Type is Non-fixed VOIP 1000
Phone Carrier is not MVNO -250
Phone is Connected -500
Phone is DNC Registered -250
Address-to-Name Match -500
Address receives mail -250
Email Seen - 2010/09/22 -1000
IP Address is not Proxy -500
BLACKLISTS FRAUD SCORE
Device ID Hit 5,000
Billing Address Hit 1,000
MERCHANT RULES FRAUD SCORE
Customer Placed Previously Order(s) -1000
Order Amount over $500 1000
High-Risk Item Category 2000
Clearing orders with greater accuracy
and confidence while reducing manual
review queues
~10%-15%of orders are manually reviewed

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Whitepages // Confidential
Improving Manual Review Process
Reducing agent review times with
data insights
Directly integrated into fraud platform
Majority of orders where WP matches billing
and shipping are non-fraud
Several data points in a single view
Whitepages Identity Check Data
Suggested Name Return
Billing Matches
Billing Phone-to-Name Match
"Not an exact match
between Pam Williams
and Pamela T Williams"
Billing Phone-to-Address Match
Indirected connected to
each other
Not connected to each
other
Billing Address-to-Name Match
"Not an exact match
between Pam Williams
and Pamela T Williams"
Billing Data
Billing Address Type
No input address
Single unit
Multi unit
PO box
Commercial mail drop
Billing Address Receiving Mail Receiving Mail
Billing Phone Country Code
Invalid phone number
US
CA
Billing Phone Account Type
Standard
Prepaid billing
Unknown

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Whitepages // Confidential
Improving Manual Review Process
Reducing agent review times with
data insights
Directly integrated into fraud platform
Majority of orders where WP matches billing
and shipping are non-fraud
Several data points in a single view
Whitepages Identity Check Data
Billing Phone Line Type
Mobile
Landline
Linetype is valid (Tollfree)
Line type is valid
(Premium)
Line type is valid
(FixedVOIP)
Line type is valid
(NonFixedVOIP)
Billing Phone Carrier
Sprint, Tmobile, YMAX,
Skype, etc
Shipping Matches
Shipping Phone-to-Name Match
"Not an exact match
between Pam Williams
and Pamela T Williams"
Shipping Phone-to-Address Match
Indirected connected to
each other
Not connected to each
other
Shipping Address-to-Name Match
"Not an exact match
between Pam Williams
and Pamela T Williams"
Shipping Data
reduction in review time

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Whitepages // Confidential
Improving Manual Review Process
Reducing agent review times with
data insights
Directly integrated into fraud platform
Majority of orders where WP matches billing
and shipping are non-fraud
Several data points in a single view
Whitepages Identity Check Data`
Shipping Address Type
No input address
Single unit
Multi unit
PO box
Commercial mail drop
Shipping Address Receiving Mail Receiving Mail
Shipping Phone Country Code
Invalid phone number
US
CA
Shipping Phone Account Type
Standard
Prepaid billing
Unknown
Shipping Phone Line Type
Mobile
Landline
Linetype is valid (Tollfree)
Line type is valid
(Premium)
Line type is valid
(FixedVOIP)
Line type is valid
(NonFixedVOIP)
Shipping Phone Carrier
Sprint, Tmobile, YMAX,
Skype, etc
Email Data

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Whitepages // Confidential
Improving Manual Review Process
Reducing agent review times with
data insights
Directly integrated into fraud platform
Majority of orders where WP matches billing
and shipping are non-fraud
Several data points in a single view
Whitepages Identity Check Data
Email Data
Email Type
Valid email address
(VARIOUS RETURNS)
Invalid email address
Disposable Domain
No input email address
Email First Seen
"Never" or "More than 30
days ago, first seen date:
YYYY-MM-DD"
Email Domain Age
"Less than 30 days old" or
"More than 30 days old"
Auto-generated Email Check
Passed
May be auto-generated
(VARIOUS RETURNS)
IP Data
IP Proxy Check
"IP address is not a
proxy"
"IP address is a proxy"
"Can not determine"
IP Geolocation
"Found at ZIP, CITY,
COUNTRY, REGION" or
NULL
Distance between IP Address and
Closest Address
Within 60 Miles
Between 60 and 250
Miles
Above 250 Miles
~50%reduction in review time

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Next Steps for GameStop and Whitepages Pro
Rules are now active
Rule weighting
Improve further auto-approve and
manual review metrics
Continue to grow relationship with
Whitepages Pro

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Key Merchant Take-Aways
• Use identity data for
validation
• Automate the process
• Various ways data can
integrate into your existing
waterfall and work flows
• Scrutiny of high risk orders
with additional manual web
reviews

31. Thank You
Questions or Comments Please?