FlyerTalk Forums - View Single Post - Delta and new DL.com Profiles A Lot About You

Jan 24, 2013, 9:19 pm

#6

reluctanttraveler

Join Date: Oct 2011

Posts: 31

Very interesting!

Quote:

Originally Posted by MR_MAMA

If using IE, how do you inspect network traffic?

I just went to the URL (this one), which downloaded a JSON file that I cracked open in my favorite text editor.

Quote:

Originally Posted by BallardFlyer

"actvtyPref":"",
"bcInd":"Y",
"birthDt":"MyBirthDateWasHere",
"chldAgeRange":"",
"cobrandCardCd":"AX,AXCP",
"ctryCd":"US",
"custID":"MySkyMilesNumberWasHere",
"custValSeg":"1", - wonder about this value - is 1 high or low?
"dgtlLangPref":"en",
"discSpndngAmt":"#####",
"drvdGndr":"M",
"drvdHmArptCd":"SEA",
"hmArptPref":"SEA",
"homeValueAmt":"######",
"htlBrndPref":"",
"incomeAmt":"###",
"isLoggedIn":"Y",
"isPwmElig":"Y", - any ideas??
"isSmCust":"Y",
"mindsetSeg":"FL", - wonder about this one
"mosaicCd":"F22", - wonder about this too
"poCd":"#####-####",
"prefDestCity":"",
"prefDestCtry":"",
"savedSrchDest":"",
"skyClubFtrCntrctInd":"N",
"skyClubMMSts":"", - million miller status
"skyClubMbr":"N",
"skyClubRnwlDt":"",
"skyPrtyInd":"Y",
"smAmexCntrnInd":"N", - ??? any ideas?
"smAmexInd":"Y",
"smBalance":"#######",
"smMqmBal":"#####",
"smMqsBal":"#",
"smNbr":"############",
"smSunTrstInd":"N", - interesting that this is a new focus
"smTierLvl":"PM",
"stProvCd":"WA"}

Thoughts:
I'm sure that the purpose of putting this on the new site was to allow it to target ads/promos on the site to you using the features of the Adobe Day CMS that they switched to recently. That's all fine and good. It looks like they have just about every facet of their customer touch points described in their user profile except for "gateLice:true" or "boardsOutOfZone:true"

The ones that I'm really curious about are:

"custValSeg":"1" - I'm curious to know what you real high spending folks have here - hopefully not double digits so I don't feel too bad. I'm a PM and I spent a bit under 10K on Delta last year though more than 2x that across all airlines.
"mindsetSeg":"FL" - I wonder what FL means? At least it doesn't say FO! What do you all have?
"mosaicCd":"F22" - also interesting - would like to know what you all have
"incomeAmt":"$$$", - this was a surprisingly accurate 3 digit number representing my year income (when multiplied by $1000). Must come from AX?
"homeValueAmt":"$$$$$$", - my current house value estimate from zillow.com - mostly I think home value is an interesting metric for profiling airline ticket buyers - it seems less important especially when you know their income already. maybe if I had 7 digits they would hit me with Delta Private Jets harder
"discSpndngAmt":"$$$$$", - this is interesting - I'm not sure what they are basing this discretionary spending off of, but it was an interesting number to say the least.

So all this profiling is the new normal, but what is interesting to me are what these special codes mean for customer value, mindset, and mosaic, etc.

"incomeAmt" was also eerily accurate for me and I suspect you are right that this must come from Amex. "homeValueAmt" was 0, no surprise as I currently live in an apartment. "discSpndngAmt" was laughably high for me, fully 70% of my pre-tax income! I suspect whatever calculation they are using is getting confused by my purchase of air tickets for work that are later reimbursed.

"smAmexCntrnInd" is probably something to do with an Amex Centurion card. "skyClubFtrCntrctInd" is something to do with SkyClub contracts(?), but that one's just a little too compressed for me to decode.

For me "custValSeg" is 0; I have to guess I'm one of DL's least valuable PMs, so higher here probably means "more valuable to DL". "mosaicCd" is "O53", which is just as mystifying to me as yours is to you.

Reply