Jun 12, 2013, 7:24 pm
Last edit by: Schmoops
Figured a highly collaborative effort like this needs a wikipost. As items and codes are confirmed, let's centralize them in one place rather than thumb through hundreds of discussion posts.
How to pull your information
Log into your SkyMiles account at Delta.com, then visit this link: https://www.delta.com/databroker/bcdata.action
What the items indicate
v01: Closest airport to home address (encoded using key 1)
v02: Country of residence
v03:
v04: Preferred departure airport/city (encoded using key 2)
v05: Language
v06: discSpndngAmt, in thousands
v07: Skymiles status level
v08: State/province (encoded using key 2)
v09: Pay with Miles eligible
v10: sunTrstInd
v11: prefDestCity
v12: MQS
v13: Hotel loyalty programs stored in DL.com profile (encoded using key 2, see post #829)
v14:
v15: Income, in thousands
v16: Current age + 99
v17: 1/2/3 MM Status
v18: Home value, in thousands
v19:
v20: SkyClub member
v21: SkyMiles account number
v22: Experian Mosaic segment (encoded using keys 1 and 3, see http://www.flyertalk.com/forum/delta...l#post20913445) Description here and Segment Details here
v23: Saved search destination airports (encoded using key 1)
v24: SkyClub renewal date (coded using key 3)
v25: Saved payment information (encoded using key 1) AND SPG status (encoded using key 1, see http://www.flyertalk.com/forum/delta...l#post20913463)
v26: Gender/prefix (1=male/Mr, 2=female/Ms/Mrs, 3=Dr/other) (to be confirmed)
v27:
v28: SkyMiles account number with 3 leading zeros (called "CustID" in previous data)
v29: Logged in (SM account)
v30: Customer Value Score (Questionable, and scale is unknown)
v31: RDM balance
v32: Dream trips from DL.com profile (encoded using key 2)
v33: MQM balance
v34: Activities & Interests from DL.com profile
v35:
v36:
v37:
v38:
v39: ?? Duplicate for Language ??
v40: ?? Duplicate for Country of Residence ??
Encoding
Three different coding keys are used for variables 01, 04, 08, 13, 22, 23, 24, 25, and 32. For full mappings, click here: Keys 1, 2, and 3
How to pull your information
Log into your SkyMiles account at Delta.com, then visit this link: https://www.delta.com/databroker/bcdata.action
What the items indicate
v01: Closest airport to home address (encoded using key 1)
v02: Country of residence
v03:
v04: Preferred departure airport/city (encoded using key 2)
v05: Language
v06: discSpndngAmt, in thousands
v07: Skymiles status level
v08: State/province (encoded using key 2)
v09: Pay with Miles eligible
v10: sunTrstInd
v11: prefDestCity
v12: MQS
v13: Hotel loyalty programs stored in DL.com profile (encoded using key 2, see post #829)
v14:
v15: Income, in thousands
v16: Current age + 99
v17: 1/2/3 MM Status
v18: Home value, in thousands
v19:
v20: SkyClub member
v21: SkyMiles account number
v22: Experian Mosaic segment (encoded using keys 1 and 3, see http://www.flyertalk.com/forum/delta...l#post20913445) Description here and Segment Details here
v23: Saved search destination airports (encoded using key 1)
v24: SkyClub renewal date (coded using key 3)
v25: Saved payment information (encoded using key 1) AND SPG status (encoded using key 1, see http://www.flyertalk.com/forum/delta...l#post20913463)
v26: Gender/prefix (1=male/Mr, 2=female/Ms/Mrs, 3=Dr/other) (to be confirmed)
v27:
v28: SkyMiles account number with 3 leading zeros (called "CustID" in previous data)
v29: Logged in (SM account)
v30: Customer Value Score (Questionable, and scale is unknown)
v31: RDM balance
v32: Dream trips from DL.com profile (encoded using key 2)
v33: MQM balance
v34: Activities & Interests from DL.com profile
v35:
v36:
v37:
v38:
v39: ?? Duplicate for Language ??
v40: ?? Duplicate for Country of Residence ??
Encoding
Three different coding keys are used for variables 01, 04, 08, 13, 22, 23, 24, 25, and 32. For full mappings, click here: Keys 1, 2, and 3
Delta and new DL.com Profiles A Lot About You
Jan 25, 2013, 12:48 am
#136
Join Date: Dec 2011
Programs: DL DM PM
Posts: 2,033
So, DL is practicing Value-Based Segmentation to refine its FF program
Look at page 32 on
http://www.faqs.org/sec-filings/1112..._8k-ex9901.htm
So our customer value segmentation is a code that tells DL how valuable we are: high cost to serve vs high revenue vs most likely to leave vs most likely to spend a lot in the future etc....
... leading to Product Differentiation
a.k.a. p 35: Seizing Opportunities for Upsell
Some algorithms for calculating our customer value segment to DL:
http://www.tnooz.com/2013/01/02/how-...t-and-loyalty/
"Let us go back to the definition of CRM, which states that ‘the disciplined application of customer information to develop continuously refining insights’ is a key aspect. Segmenting customers on the basis of their lifetime value is an effective way to realize this objective.
Value based segmentation is an approach that assesses the total value of a customer to the company.
The total value of a customer over his/her lifetime (known as Customer Lifetime Value or CLV) can be computed on the basis of various parameters and many times over, depending on the requirement.
For example, to justify additional marketing spend on existing customers, it might be required to evaluate their current wallet share vs. wallet size, ancillary service spend and satisfaction level with our services. However, for isolating customers at the risk of attrition, their behavior at touch points and long term versus short term spend will become more important.
Segmenting customers on the basis of their value to the company instead of flown miles (the current method of segmentation for FFPs) can be a better basis to gauge their importance to the Airline.
Read more at http://www.tnooz.com/2013/01/02/how-...hFhiAD6SVVk.99
"
etc...
leading to our value:
http://www.tnooz.com/wp-content/uplo...1/infosys2.jpg
So we have a value number and a mindset code that tells them what to push on us and perhaps how frequently etc... but I can't find what the codes mean.
Look at page 32 on
http://www.faqs.org/sec-filings/1112..._8k-ex9901.htm
So our customer value segmentation is a code that tells DL how valuable we are: high cost to serve vs high revenue vs most likely to leave vs most likely to spend a lot in the future etc....
... leading to Product Differentiation
a.k.a. p 35: Seizing Opportunities for Upsell
Some algorithms for calculating our customer value segment to DL:
http://www.tnooz.com/2013/01/02/how-...t-and-loyalty/
"Let us go back to the definition of CRM, which states that ‘the disciplined application of customer information to develop continuously refining insights’ is a key aspect. Segmenting customers on the basis of their lifetime value is an effective way to realize this objective.
Value based segmentation is an approach that assesses the total value of a customer to the company.
The total value of a customer over his/her lifetime (known as Customer Lifetime Value or CLV) can be computed on the basis of various parameters and many times over, depending on the requirement.
For example, to justify additional marketing spend on existing customers, it might be required to evaluate their current wallet share vs. wallet size, ancillary service spend and satisfaction level with our services. However, for isolating customers at the risk of attrition, their behavior at touch points and long term versus short term spend will become more important.
Segmenting customers on the basis of their value to the company instead of flown miles (the current method of segmentation for FFPs) can be a better basis to gauge their importance to the Airline.
Read more at http://www.tnooz.com/2013/01/02/how-...hFhiAD6SVVk.99
"
etc...
leading to our value:
http://www.tnooz.com/wp-content/uplo...1/infosys2.jpg
So we have a value number and a mindset code that tells them what to push on us and perhaps how frequently etc... but I can't find what the codes mean.
Jan 25, 2013, 12:56 am
#137
Join Date: Nov 2007
Location: SJC (formerly CHI and STL)
Programs: AS, DL, AA, UA, WN
Posts: 1,013
I'm sure that Mindset Segment is Delta profiling us based on our history of past business and potential for future business to let CSAs know how they should handle us in present-day interactions. Frankly, it makes good business sense, they just generally don't want it to be transparent to the customers.
Looking at the relatively few data points we have so far, I'm making the following off-the-cuff guesses:
BH - Base Handling; non-status members, no special treatment
DW - Diverse Worldwide; medallions who have a varying portfolio of leisure and high-value longhaul travel
FL - Fare L; customers who fly a lot, but typically purchase non-refundable fares well in advance, not meeting the "SS" criteria
GT - Global Traveler; North American medallions who earns MQM primarily through intercontinental travel
IN - International; presumably, medallions with addresses outside North America
MM - Minimum Medallion; used rollover from past spending to make only FO, not high value customer
SS - Special Service; medallions identified as high value with high likelihood to bring considerable future business
Obviously this is complete nonsense since I'm making wild guesses at people's actual travel patterns, so I'm probably just as likely to be 100% wrong as even 20% right. So, folks who don't fit the above, this is where you start shooting holes in my theories!
Looking at the relatively few data points we have so far, I'm making the following off-the-cuff guesses:
BH - Base Handling; non-status members, no special treatment
DW - Diverse Worldwide; medallions who have a varying portfolio of leisure and high-value longhaul travel
FL - Fare L; customers who fly a lot, but typically purchase non-refundable fares well in advance, not meeting the "SS" criteria
GT - Global Traveler; North American medallions who earns MQM primarily through intercontinental travel
IN - International; presumably, medallions with addresses outside North America
MM - Minimum Medallion; used rollover from past spending to make only FO, not high value customer
SS - Special Service; medallions identified as high value with high likelihood to bring considerable future business
Obviously this is complete nonsense since I'm making wild guesses at people's actual travel patterns, so I'm probably just as likely to be 100% wrong as even 20% right. So, folks who don't fit the above, this is where you start shooting holes in my theories!
)
Jan 25, 2013, 1:20 am
#141
FlyerTalk Evangelist & Ambassador: China
Join Date: Aug 2005
Location: DEN
Programs: DL DM/MM, UA 1K, AA Exp, HH Dia, WOH Glob, IHG Plat, Marriott Gold, NA EE, Hertz PC
Posts: 17,419
Updated as of all posts above this one (and some data received via Private Message):
BH from No Status, CustValSeg 0
DW from FO, CustValSeg 0
DW from DM, CustValSeg 20
FL from FO, CustValSeg 1
FL from FO, CustValSeg 2
FL from PM, CustValSeg 1
GT from DM, CustValSeg 0
GT from DM, CustValSeg 2
GT from DM, CustValSeg 27
IN from FO, CustValSeg 0
MM from FO, CustValSeg 0
MM from FO, CustValSeg 0
SS from GM, CustValSeg 2
SS from PM, CustValSeg 11
SS from PM, CustValSeg 5
SS from DM, CustValSeg 3
SS from DM, CustValSeg 6
SS from DM, CustValSeg 12
SS from Unknown Level, CustValSeg 5
BH from No Status, CustValSeg 0
DW from FO, CustValSeg 0
DW from DM, CustValSeg 20
FL from FO, CustValSeg 1
FL from FO, CustValSeg 2
FL from PM, CustValSeg 1
GT from DM, CustValSeg 0
GT from DM, CustValSeg 2
GT from DM, CustValSeg 27
IN from FO, CustValSeg 0
MM from FO, CustValSeg 0
MM from FO, CustValSeg 0
SS from GM, CustValSeg 2
SS from PM, CustValSeg 11
SS from PM, CustValSeg 5
SS from DM, CustValSeg 3
SS from DM, CustValSeg 6
SS from DM, CustValSeg 12
SS from Unknown Level, CustValSeg 5
Jan 25, 2013, 2:34 am
#142
Join Date: Sep 2012
Location: Pagus Bracbatensis, Kingdom of the Netherlands
Programs: DL SPlat, KLM Bump, Privium Plus, GOES
Posts: 2,065
Nice find....
I'm IN from PM, CustValSeg 0
"mindsetSeg":"IN" (medallion with adres outside of the U.S.A., dutch citizen..living in the Netherlands)
"cobrandCardCd":"" (have no dl amex card)
"custValSeg":"0"
I'm IN from PM, CustValSeg 0
"mindsetSeg":"IN" (medallion with adres outside of the U.S.A., dutch citizen..living in the Netherlands)
"cobrandCardCd":"" (have no dl amex card)
"custValSeg":"0"
Jan 25, 2013, 2:57 am
#144
Join Date: Jan 2013
Location: SYD, SIN, LAX, ATL, CVG
Programs: DL Platinum, QF, VA, AA, UA, US, SQ, EK, Hyatt, Hilton, SPG, Fairmont
Posts: 92
I am a PM with
"custValSeg":"1" <- bad customer?
"mindsetSeg":"BH"
"mosaicCd":"G24" <-- nice try, I have family and kids :-)
"custValSeg":"1" <- bad customer?
"mindsetSeg":"BH"
"mosaicCd":"G24" <-- nice try, I have family and kids :-)
Jan 25, 2013, 3:00 am
#145
Join Date: Jun 2008
Location: BER
Programs: BAEC GGL/GfL, Lufthansa SEN, Hilton Diamond, misc other stuff
Posts: 1,374
Jan 25, 2013, 3:35 am
#146
Join Date: Aug 2003
Location: Mesilla, NM
Programs: DL DM 4.7 MM MQM Marriott Ambassador Lifetime Titanium AA CK
Posts: 2,714
custValSeg":"13"
"mindsetSeg":"SS"
"mosaicCd":"B09" Get real. 54 2nd marriage no kids.
House prices I think are based on home address and Zillow.
"mindsetSeg":"SS"
"mosaicCd":"B09" Get real. 54 2nd marriage no kids.
House prices I think are based on home address and Zillow.
Jan 25, 2013, 4:12 am
#147
Join Date: Oct 2011
Location: ATL
Programs: DL DM 1.7MM
Posts: 134
DM
custValSeg = 31
mindsetSeg = GT
Most of my miles are international so supports GlobalTraveler.
Pretty spot on, except they don't seem to know about my kids, and Mosaic of A02 "Platinum Prosperity" is laughable - more like "Platinum Preposterous".
custValSeg = 31
mindsetSeg = GT
Most of my miles are international so supports GlobalTraveler.
Pretty spot on, except they don't seem to know about my kids, and Mosaic of A02 "Platinum Prosperity" is laughable - more like "Platinum Preposterous".
Jan 25, 2013, 4:19 am
#148
Join Date: Aug 2003
Location: Mesilla, NM
Programs: DL DM 4.7 MM MQM Marriott Ambassador Lifetime Titanium AA CK
Posts: 2,714
Highest customer value yet. You fly J or coach international?
Jan 25, 2013, 4:59 am
#149
Join Date: Oct 2011
Location: ATL
Programs: DL DM 1.7MM
Posts: 134
Jan 25, 2013, 5:00 am
#150
Join Date: Aug 2003
Location: Mesilla, NM
Programs: DL DM 4.7 MM MQM Marriott Ambassador Lifetime Titanium AA CK
Posts: 2,714