Decisions about point of sale transactions are largely made using card data alone but in e-commerce the merchant has to use a rich mix of data sources to manage fraud. The merchant is, after all, liable for both the transaction as well as the goods or services lost due to fraud. E-commerce merchants use publicly sourced data from firms like Whitepages to perform both automated and manual reviews. This discussion with Tom Donlea, Director, e-Comm/Retail Practice at Whitepages, looks at how the data is provided to the merchant, the challenge of data sourcing in international markets, the care and control of PII, and what the US EMV roll-out could mean for CNP fraud.