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, 10:08 am
#286
Join Date: Jan 2008
Location: MLB
Programs: DL - KM DM, DL 1.57 MM, UA - 1P, AA - EXP HH - Diamond, PC - Platinum, SPG - Gold, Hertz 5*
Posts: 887
I just checked my DW as well and both discSpndgAmt and incomeAMT are exactly the same as mine. Her CusValSeg is "0" though. She also only flies a couple times a year or so.
Jan 25, 2013, 10:09 am
#287
Join Date: Sep 2006
Location: LAX
Programs: Fallen DL DM (PM) 2MM
Posts: 4,783
It is not related to personal income as he makes more than I do but my number is much higher.
His mindset is "BH" (don't know if we've decoded that one). His mosaic code is way off.
Last edited by TheMadBrewer; Jan 25, 2013 at 10:37 am
Jan 25, 2013, 10:13 am
#288
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
It would be interesting to know what the numbers in CusValSeg actually mean (as with much else here, we are speculating). Mrs. TrojanTraveler's number is one higher than mine...but I travel a bit more than her. Same mix of fares, e.g. TATL biz, LUT, M, etc.
Jan 25, 2013, 10:15 am
#289
Join Date: Jul 2008
Location: Atlanta, GA Hub Captive
Programs: DL GM, FL A+ Elite, WN A List
Posts: 303
I profile as MM from GM with a CustValSeg of 0
I don't own a home but there is a value there... If it relates to my original address I gave Skymiles 15 years ago, it is way, way off... Discretionary spend looks about right... Salary is about right... Demographic is completely wrong...
I don't own a home but there is a value there... If it relates to my original address I gave Skymiles 15 years ago, it is way, way off... Discretionary spend looks about right... Salary is about right... Demographic is completely wrong...
Jan 25, 2013, 10:19 am
#291
FlyerTalk Evangelist
Join Date: Jun 2004
Location: MSP
Programs: DL PM, MM, NR; HH Diamond, Bonvoy LT Gold, Hyatt Explorist, IHG Diamond, others
Posts: 12,159
My salary is off by about a factor of 20. Now I'm worrying that this could cause me to be treated badly in IROPs. My only attempt to fix a (fairly minor) problem with DL this month didn't go so well, not the same way as I've been treated in the past. I've already spent far more on DL tickets this year than what DL thinks is my annual salary. Shouldn't there be at least some crude algorithm to check the rough consistency of their data?
Jan 25, 2013, 10:19 am
#292
Join Date: Nov 2012
Location: ATL
Programs: Bonvoy Ambassador, Hyatt Globalist, Hilton Gold, AA EXP, UA Silver, former DL DM
Posts: 2,001
My Mosaic was G25: Young, City Solos -- "Urban Edge"
Ha! Pretty accurate for me.
incomeAmt:xxx (very accurate)
discSpndngAmt:xxxxx (also very accurate)
mindsetSeg:FL (?)
custValSeg:0 (a little surprised by this since I am PM... I suppose this is because my 2012 CPMQM was only 7.5?)
ADDED
Just checked the rest of my family. All three (parents + teenage sibling) shared identical values for income, discretionary spending, home value, mosaic (A03: "Kids and Cabernet"), mindset (DD), and custValSeg (0). Income, spending, and home value were roughly accurate for my parents (but obviously not for teenage sibling). They all rarely fly on DL/SkyTeam, and only on LUT fares. Interesting...
Ha! Pretty accurate for me.
incomeAmt:xxx (very accurate)
discSpndngAmt:xxxxx (also very accurate)
mindsetSeg:FL (?)
custValSeg:0 (a little surprised by this since I am PM... I suppose this is because my 2012 CPMQM was only 7.5?)
ADDED
Just checked the rest of my family. All three (parents + teenage sibling) shared identical values for income, discretionary spending, home value, mosaic (A03: "Kids and Cabernet"), mindset (DD), and custValSeg (0). Income, spending, and home value were roughly accurate for my parents (but obviously not for teenage sibling). They all rarely fly on DL/SkyTeam, and only on LUT fares. Interesting...
Last edited by lamont2718; Jan 25, 2013 at 10:41 am
Jan 25, 2013, 10:30 am
#293
Senior Moderator; Moderator, Eco-Conscious Travel, United and Flyertalk Cares
Join Date: Jun 1999
Location: Fulltime travel/mostly Europe
Programs: UA 1.7 MM;; Accor & Marriott Pt; Hyatt Globalist
Posts: 17,831
A01 - American Royalty. It's pretty clear they just needed to use my zip code to determine this based on their overall summary. I'm guessing 99 percent of this ranking is based on where you live.
They had my home value correct and income about 10-15 % low.
Can't figure out mindset: IA.
They had my home value correct and income about 10-15 % low.
Can't figure out mindset: IA.
Jan 25, 2013, 10:42 am
#295
Join Date: Sep 2012
Location: ATL
Programs: DL PM SPG Gold HY Plat
Posts: 72
An Easy Tool to Inspect Traffic
For anyone still looking to "catch" their own traffic on this issue, I recommend using Fiddler which is a very simple HTTP traffic monitoring tool. When I have some free time, I'm interested to see what my info is like from DL.
Jan 25, 2013, 10:47 am
#296
A FlyerTalk Posting Legend
Join Date: Sep 2009
Location: Minneapolis: DL DM charter 2.3MM
Programs: A3*Gold, SPG Plat, HyattDiamond, MarriottPP, LHW exAccess, ICI, Raffles Amb, NW PE MM, TWA Gold MM
Posts: 100,407
Also, don't forget that the comparison is spending way more than "annual income" on plane tickets in three weeks. Premium cabin tickets tend to go to employees with higher salaries.
Last edited by MSPeconomist; Jan 25, 2013 at 10:52 am
Jan 25, 2013, 10:50 am
#298
A FlyerTalk Posting Legend
Join Date: Sep 2009
Location: Minneapolis: DL DM charter 2.3MM
Programs: A3*Gold, SPG Plat, HyattDiamond, MarriottPP, LHW exAccess, ICI, Raffles Amb, NW PE MM, TWA Gold MM
Posts: 100,407
Jan 25, 2013, 10:51 am
#299
Join Date: Jan 2003
Location: Portland, OR
Posts: 290
here's some more data for y'all:
"custValSeg": "0", "mindsetSeg": "MM", "mosaicCd": "B10"
i'm a nobody on DL (haven't really flown DL/SkyTeam since i lived in germany, 5.5 years ago), but i'm a platinum on united on mostly own-dime international travel.
B10, btw, is "Asian Achiever". LOLOL! i'm assuming i told them at some point that i'm asian? or maybe my last name?
income is pretty accurate, home value amount would have been right about 7 years ago...
"custValSeg": "0", "mindsetSeg": "MM", "mosaicCd": "B10"
i'm a nobody on DL (haven't really flown DL/SkyTeam since i lived in germany, 5.5 years ago), but i'm a platinum on united on mostly own-dime international travel.
B10, btw, is "Asian Achiever". LOLOL! i'm assuming i told them at some point that i'm asian? or maybe my last name?
income is pretty accurate, home value amount would have been right about 7 years ago...
Jan 25, 2013, 10:52 am
#300
Join Date: Feb 2008
Location: JFK,ATL,LGA (the rest of the world follows)
Programs: DL KM/DM/2MM (NH Plat emeritus, CO Plat emeritus, and no place like home)
Posts: 3,190
They are using a "Simmons Consumer Segmentation Systems" of experian (marketing services), so it seems.
(a) mosaicCd is a direct mosaic definition product of experian http://www.experian.com/assets/marke...c-brochure.pdf
and
(b) mindsetSeg (mindset segmentation) is a product that seems to be more customized product for DL out of a customized research (maybe "Simmons Integrated Marketing Solutions" or "Simmons Custom 360"-based solution?). I assume that the two letter system marks customer profile on two main market/target areas for which DL has an interest (e.g. spending and preferences).
Furthermore, DL does purchase from experian additional online and business analytics services (e.g. http://www.experian.com/hitwise/delt...ase-study.html ), so it makes sense that they would want to use an integrated product setting.
We can make guesses or explore more. I think there are some marketing analysts on FT.
(a) mosaicCd is a direct mosaic definition product of experian http://www.experian.com/assets/marke...c-brochure.pdf
and
(b) mindsetSeg (mindset segmentation) is a product that seems to be more customized product for DL out of a customized research (maybe "Simmons Integrated Marketing Solutions" or "Simmons Custom 360"-based solution?). I assume that the two letter system marks customer profile on two main market/target areas for which DL has an interest (e.g. spending and preferences).
Furthermore, DL does purchase from experian additional online and business analytics services (e.g. http://www.experian.com/hitwise/delt...ase-study.html ), so it makes sense that they would want to use an integrated product setting.
We can make guesses or explore more. I think there are some marketing analysts on FT.