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Old Nov 25, 13, 8:02 am   -   Wikipost
FlyerTalk Forums Thread Wiki: Delta and new DL.com Profiles A Lot About You
Please read: this is a community-maintained wiki post containing the most important information from this thread.
 
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

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Old Jan 24, 13, 9:34 pm   #16
 
Join Date: Nov 2008
Location: Enn Why Cee
Programs: DL, CO, LH, BA etc...
Posts: 1,466
probably your income when you first applied for amex - mine is also a third of what it is now gotta love student jobs haha
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Old Jan 24, 13, 9:38 pm   #17
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,215
Mindset seg has to do with the revene mgmt

Customer Centric Revenue Management
hotelprofit.blogspot.com/
Delta airlines recently executed a re-positioning of their brand image and now uses mind set based segmentation of customers.The systematic success of ...
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Old Jan 24, 13, 9:38 pm   #18
 
Join Date: Dec 2012
Location: ATL F-Terminal
Programs: Hilton C, Marriott Pt, Delta Pt
Posts: 244
"chldAgeRange":"POC0T3,POC4T6", <- Fairly accurate. My second one never flew DL so I don't know where they got this info.
"cobrandCardCd":"AXCV",
"custValSeg":"2", <- I'm currently GM.
"discSpndngAmt":"xxxxx", <- Interesting.
"drvdGndr":"M", <- Gender?
"homeValueAmt":"xxxxxx", <- A bit off but close.
"incomeAmt":"xxx", <- Really?
"mindsetSeg":"SS",
"mosaicCd":"A03",
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Old Jan 24, 13, 9:40 pm   #19
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,215
OP the have your mosaic as F22= fast track couple
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Old Jan 24, 13, 9:41 pm   #20
 
Join Date: Sep 2006
Location: LAX
Programs: DL DM (for now)
Posts: 3,456
Hmmm.

custValSeg":"0" --> about right for "trash" DM

"mindsetSeg":"GT"
"mosaicCd":"E19" --> I see "E" is "Thriving Boomers" and E19 is "Full Pockets -- Empty Nests" --> Bang on, except for the pockets

"discSpndngAmt":"xxxxxx" --> Higher than my DL spend, lower than my Amex spend.
homeValueAmt":"xxxxxx" --> very low, unless it is just my half in which case it's only a bit low

A little disturbing that this is being sent in the clear...
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Old Jan 24, 13, 9:41 pm   #21
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,215
Quote:
Originally Posted by flyertalk77 View Post
"chldAgeRange":"POC0T3,POC4T6", <- Fairly accurate. My second one never flew DL so I don't know where they got this info.
"cobrandCardCd":"AXCV",
"custValSeg":"2", <- I'm currently GM.
"discSpndngAmt":"xxxxx", <- Interesting.
"drvdGndr":"M", <- Gender?
"homeValueAmt":"xxxxxx", <- A bit off but close.
"incomeAmt":"xxx", <- Really?
"mindsetSeg":"SS",
"mosaicCd":"A03",
Your mosaic is in the power elite category called kids and Cabernet
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Old Jan 24, 13, 9:43 pm   #22
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,215
Quote:
Originally Posted by TheMadBrewer View Post
Hmmm.

custValSeg":"0" --> about right for "trash" DM

"mindsetSeg":"GT"
"mosaicCd":"E19"

"discSpndngAmt":"xxxxxx" --> Higher than my DL spend, lower than my Amex spend.
homeValueAmt":"xxxxxx" --> very low, unless it is just my half in which case it's only a bit low

A little disturbing that this is being sent in the clear...
Mosaic e19 thriving boomers full pockets empty nests
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Old Jan 24, 13, 9:44 pm   #23
 
Join Date: Sep 2011
Programs: DL DM
Posts: 556
http://classic.demographicsnow.com/A.../MosaicUSA.htm
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Old Jan 24, 13, 9:45 pm   #24
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,215
The sad thing is Delta really has me all wrong, wrong income, wrong discretionary income, way wrong my mosaic category.

Explains a lot in how they market to me.
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Old Jan 24, 13, 9:47 pm   #25
 
Join Date: Dec 2009
Location: SAN
Programs: DL FO
Posts: 2,081
My score "1"

The spend they have is a touch over 17250 which is a bit over double what I actually spent.

The income was low by about 20%.

The home value is right on.

It appears that I have a child I'm not aware of...I wonder if I can claim the additional credit?
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Old Jan 24, 13, 9:49 pm   #26
c_d
 
Join Date: Feb 2009
Location: BER, SAT, AUS
Programs: Feels like FO (AA EXP)
Posts: 1,541
It is true:
"incomeAmt":"8"

My mosaic translates to "Young, multi-ethnic singles living in Midwest and Southern city centers". Aha. Hopefully my better half and BER don't mind.
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Last edited by c_d; Jan 24, 13 at 9:58 pm.
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Old Jan 24, 13, 9:53 pm   #27
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Join Date: Oct 2011
Location: Anywhere I need to be.
Programs: OW Emerald, *A Gold, NEXUS, GE, ABTC/APEC, South Korea SES, eIACS, PP
Posts: 13,900
Home value is above 6m (I am in SYD QF lounge now using a HK based VPN, the physical location is in Wanchai if it helps)
Income is way too high
Cust type is 2
Disc spend is much higher than my DL spend-according to DL 40% of my (actual) income is discretionary (converted HKD to USD using interbank rates)
Male
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Old Jan 24, 13, 9:53 pm   #28
 
Join Date: Mar 2004
Programs: DL PM, Hilton Diamond, Marriott Gold, SPG
Posts: 727
Quote:
Originally Posted by dEagleS View Post
Now THAT is very interesting! I'm a B07, Generational Soup.

Thanks for the link.

My home value was quite accurate but the income amount was a strange number. Customer ValSeg was 1.
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Old Jan 24, 13, 9:55 pm   #29
 
Join Date: Sep 2012
Location: IND
Programs: DL DM, Marriott Platinum, SPG Gold, Hilton Sliver, Hertz 5 Star
Posts: 5
custValSeg:"7" --- Guessing that this is the number of segments flown this year
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Old Jan 24, 13, 9:55 pm   #30
 
Join Date: Nov 2011
Location: WY
Programs: Delta PM, SPG Gold, Hyatt Diamond
Posts: 9
Great find.

"custValSeg":"2"

I'm a plat that falls close the MQD threshold but had a few paid F flights in 2012. Maybe that bumps me up to segment 2.

chldAgeRange":"", -- blank but I have 2 kids with skymiles accounts.
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