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How GoPro Keeps Peak Season Fraud Trends in Check

Recently, we spoke with GoPro’s Manager of Global eCommerce Fraud, Carla Gutierrez, to talk about the trends her team saw over the peak season and how that will affect their preparations for next holiday season. You won’t want to miss the useful information packed into this 30-minute webinar, including the lively Q&A section. Head here to check it out!

As with most retailers, GoPro’s fraud prevention team has more on their plates during the holiday season—as well as during the spikes around new product launches. Since they launched their newest camera back in October, that’s led to a long and active peak season for Carla Gutierrez and her fraud prevention team.

No matter how busy the season, Carla and her team are focused on four main KPIs:

Did we meet our shipping SLAs?
Was the review rate manageable?
Did we keep our false positive rate under an acceptable threshold?
Was our chargeback rate under an acceptable threshold?

With more than seven years working in fraud and chargebacks in multiple e-commerce spaces, Carla strongly believes that sharing and collaboration between retailers is critical in the fight against fraud. That’s a big part of why she agreed to be so generous with her own knowledge.

During the webinar, Carla shared three main takeaways from the peak season:

Fraudsters attempt to cheat bill-to/ship-to address rules: One of the biggest trends Carla saw this peak season was fraudsters adding the cardholder’s actual address in the second shipping address line. This was meant to trick the system into believing the billing and shipping were the same, in hopes that the shipping company would sort things out in transit. Carla and her team wrote a rule to find out if the address was verifiable in order to help weed out these transactions.

The call center isn’t immune to fraud: This year, GoPro’s call center also got hit by fraud attacks. It was initially harder to track due to lack of device fingerprinting ID and other common indicators, but eventually Carla and her team were able to track them based on the phone numbers they were calling from. After listening to the calls, they also realized they were all being made by the same two people trying various methods to disguise their voices.

Email and proxy IP remain strong fraud indicators: Despite increasing creativity from fraudsters, the most common fraudulent combination GoPro found was still newly created emails plus use of proxy IPs plus anomalies (such as when the screen resolution detected doesn’t match the device ID).

Carla also explained how GoPro uses Whitepages Pro’s Identity Check API and Web tools in a number of their rules. With the API version, they use the data to boost their acceptance rates and help legitimate orders skip the review queue. They use the web version most often to validate errors in customer data, such as if the customer made a typo in entering their email address.

Watch this 30-minute webinar to learn more about how GoPro stops fraud, as well as to hear Carla’s answers to a number of insightful audience questions, including how to deal with false positives, which API rules she finds to be most beneficial, and how her team handles tricky situations like shipping address changes and friendly fraud.

Carla Gutierrez | GoPro
Manager, Global e-Commerce Fraud & Payments Solutions
Carla is a professional with a combined 7 years experience in fraud, payments and chargebacks. She has worked in multiple e-commerce spaces, first in travel and now currently with physical goods. Carla has an extensive background in real time fraud review and chargebacks with proven success in both. Most recently, Carla had the opportunity to be exposed to rule writing within the fraud rules engine, as well as managing a small external fraud team during high volume seasons.

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