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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, 10:55 pm   #31
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,216
MINDset = Focus on the personís MINDsetótheir motivations, interest, needs and desires. (page 4) http://www.delta.com/content/dam/del...letter2012.pdf

still trying to figure out their categories.
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Old Jan 24, 13, 10:55 pm   #32
 
Join Date: Dec 2012
Location: ATL F-Terminal
Programs: Hilton C, Marriott Pt, Delta Pt
Posts: 244
Quote:
Originally Posted by CalVol View Post
It appears that I have a child I'm not aware of...I wonder if I can claim the additional credit?
LOL

Quote:
Originally Posted by c_d
It is true:
"incomeAmt":"8"
What denomination is it in? Gold Bars?
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Old Jan 24, 13, 10:56 pm   #33
 
Join Date: Jan 2008
Location: Upstate, NY - SYR, ITH, BGM, ELM, ROC
Programs: Delta PM
Posts: 3,144
Quote:
Originally Posted by dEagleS View Post
I'm: mosaicCd":"G24"

Which is......G24 Status Seeking Singles

Kinda interesting.... some info is very close....but other info is very off (old?)
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Old Jan 24, 13, 10:57 pm   #34
 
Join Date: Jul 2012
Location: MSP
Programs: DL GM
Posts: 727
Quote:
Originally Posted by dEagleS View Post
Wow. My mosaic code of 051 makes me a digital dependent. That couldn't be any more true. Though it gave my wife the same code and she, is not. They have a lot less data on her, though.
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Old Jan 24, 13, 10:57 pm   #35
 
Join Date: Jun 2001
Location: SAN
Programs: DL DM/MM, AA EXP, WN A-List, VX Silver, SPG Plat, FPC Plat, Marriott Gold
Posts: 2,196
I suspect all the income/Mosaic info comes from Amex, as it is the same for me, my wife, and my 3 year-old. However, the custValSeg is definitely different. My GM 3-year-old is a 0, while my DM wife is a 1, and I (a DM/MM) am a 9. No idea how high the scale goes....
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Old Jan 24, 13, 10:58 pm   #36
 
Join Date: Dec 2009
Location: SAN
Programs: DL FO
Posts: 2,106
It just dawned on me, they must have scraped some data from somewhere about our first child who died when he was an infant. I'm not exactly sure how that makes me feel.
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Old Jan 24, 13, 10:58 pm   #37
 
Join Date: Sep 2011
Programs: DL DM
Posts: 556
Quote:
Originally Posted by flyingspacey View Post
custValSeg:"7" --- Guessing that this is the number of segments flown this year
It is not,

"custValSeg":"23"
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Old Jan 24, 13, 11:00 pm   #38
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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: 13,944
On Chrome logged out

Try clicking
Inspect element
Scripts
If you can understand it then it can help decode how they get the results.
My full script result yielded more than 299,000 characters
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RIP AA. 1934-9 Dec 2013.
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Old Jan 24, 13, 11:00 pm   #39
 
Join Date: Jun 2001
Location: SAN
Programs: DL DM/MM, AA EXP, WN A-List, VX Silver, SPG Plat, FPC Plat, Marriott Gold
Posts: 2,196
Quote:
Originally Posted by dEagleS View Post
It is not,

"custValSeg":"23"
Actually, I suspect it's not a bad guess. Perhaps the number of segments where DL thought you were "Valuable" (e.g., paid F, full Y, etc.) in the past XX mos/years/etc. That would be consistent for my family's data, anyway.
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Old Jan 24, 13, 11:01 pm   #40
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,216
this is segments smMqsBal
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Old Jan 24, 13, 11:02 pm   #41
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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: 13,944
Quote:
Originally Posted by c_d View Post
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.
My guess is income is in thousands of USD.
My result is 673
(This amount is more than 30% my income in HKD from last year)
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Old Jan 24, 13, 11:05 pm   #42
 
Join Date: Nov 2010
Location: Seattle, WA
Programs: Hilton, United, Gold DL
Posts: 723
Bothersome but interesting at the same time.

"custValSeg":"0",
"smTierLvl":"GM",
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Old Jan 24, 13, 11:06 pm   #43
 
Join Date: Nov 2007
Location: SJC (formerly CHI and STL)
Programs: DL, AA, UA, WN
Posts: 761
Quote:
Originally Posted by BallardFlyer View Post
The ones that I'm really curious about are:
  • "custValSeg":"0" - That seems correct, I'm a low value FO.
  • "mindsetSeg":"MM" - Don't know.
  • "mosaicCd":"H29" - Eh, sort of. I guess they're partly right.
  • "incomeAmt":"$$", - This is a surprisingly inaccurate number for me. If we assume this represents your annual income divided by 1000, this amount is less than a third of my current income, and actually less than half of the lowest income I've ever had since leaving college (and less than half what I made when I got my AmEx).
  • "homeValueAmt":"$$$$$$", - This one was pretty accurate.
  • "discSpndngAmt":"$$$$$", - For me, this was considerably higher than my spend on DL flights this year, so I would think that's not the key. The part that makes me really curious is that, assuming we've pegged the "incomeAmt" calculation correctly, DL feels my discretionary spending is 82% of my total income despite having correctly identified my home value and therefore presumably having an idea of at least what my mortgage must be.

Quote:
Originally Posted by MR_MAMA View Post
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.
I'm mostly in the same boat.
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Old Jan 24, 13, 11:06 pm   #44
c_d
 
Join Date: Feb 2009
Location: BER, SAT, AUS
Programs: Feels like FO (AA EXP)
Posts: 1,560
Quote:
Originally Posted by flyertalk77 View Post
LOL



What denomination is it in? Gold Bars?
Lol, no idea. Would love to know what it means though.
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Old Jan 24, 13, 11:07 pm   #45
 
Join Date: Jul 2010
Location: MKE
Programs: DL-MM-Diamond HH-Diamond
Posts: 3,216
I am guessing its the amount of times you did buy up to first or full Y
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