Persona™ Technology
Overview
The Persona™ feature is a method of determining key characteristics and identified qualities/attributes associated with a transaction. Persona uses hundreds of variables to construct a definitive link to online purchase behavior–either directly or indirectly–to help reveal fraudulent activity. This process takes less than one second to provide merchants with highly accurate fraud assessments in real-time.
Fraud Detection
Kount's core technology analyzes hundreds of variables to detect fraud and risky behavior.
Kount's Fraud Platform consist of the three main pillars of an overall fraud strategy, Fraud Detection, Strategy Management and Operational Management. Persona™ Technology is just one of the many features in Kount's comprehensive solution.
The Solution
The Kount Persona™ feature provides a time-saving “shortcut” for predicting the likelihood of fraud. A Persona is built as the Kount system collects information from the purchases made across all merchants within the Kount’s network.
First, other Kount technologies such as Dynamic Scoring™, Multi-Layer Device Fingerprinting™, and Proxy Piercer assess over 200 variables and report in real-time (under one second) on potential risks. When these variables are compiled and evaluated, a Persona is created. Examples of attributes that make up a Kount Persona are:
- The number of credit cards linked to the Persona. A single Persona may be associated with dozens of credit card numbers issued to different individuals that have been used to make purchases within a short time span.
- The number of email addresses associated with a Persona making a purchase.
- The actual location of the individual device making the purchase as determined through Proxy Piercer technology.
- Discrepancies in the customers self-divulged information and actual information as determined by Multi-layer Device Fingerprinting information.