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.

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!

"incomeAmt":"47" Err, no. (I'm thinking AMEX should have something close so that must not have been the source. Oh well.)

I'm GM with SS mindset. Customer value of 1.

I bet FL means freeloader. (That's my mindset segment, anyway. :D)

Ha ha I was doing the same but with astronomy terms:

Black Hole
Dwarf
Flare
Galactic Transient

and I ran out of inspiration until

Supernova Star

IB was from a friend with no status and 0 cust val.

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"

They've got me pegged. CustValSeg -12. ;)

I am a PM with

"custValSeg":"1" <- bad customer?
"mindsetSeg":"BH"
"mosaicCd":"G24" <-- nice try, I have family and kids :-)

Yes. My data is old and mostly unpopulated. I also have the IN mindset.

custValSeg":"13"
"mindsetSeg":"SS"
"mosaicCd":"B09" Get real. 54 2nd marriage no kids.

House prices I think are based on home address and Zillow.

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".

Highest customer value yet. You fly J or coach international?

70/30 coach. Lots of 'M' fares, upgraded with SWU's until I run out. BE is almost always on discounted fares; I, S.

My fares are all domestic so we can now see where the weighting is.