Upon receipt of transactional data, Kount will either create a new Persona or associate the new transaction to an existing Persona.
What is a Persona?
A Persona is created from a combination of data elements received for a transaction or group of transactions. Each transaction is examined against Kount's entire customer base of transactional data in search of linked data elements, allowing for the creation of a Persona as a unique, identifiable entity.
A given Persona lasts for 14 days, during which time the transaction will be continuously reevaluated to identify additional risk.
When a Persona is linked to a transaction placed within the past 14 days, the aggregated details of the transactions that created the persona are used to calculate the Persona Score, which indicates the level of risk associated to the new transaction and the general health of the persona at the time of the transaction.
How is the Persona Score Calculated?
The score is calculated by analyzing numerous elements per Persona via a proprietary mathematical algorithm. The following are some of the data elements that can impact the value of the score.
- Device country location
- Number of unique payment tokens, device IDs, or emails associated to the Persona
- Specific attributes of the physical device from which the order was placed, including language settings, time zone settings, and other user-selected elements
- Payment information
- Network type
The score indicates the risk level for a given transaction based on data linked to other transactions. It ranges from 1-99, with 99 being the riskiest.