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, 6:33 am
#166
Join Date: Nov 2008
Location: Enn Why Cee
Programs: DL, CO, LH, BA etc...
Posts: 1,570
this is fascinating!!!
Activity preference - flight, hotel, car? maybe default option when you log on at some point
bcInd - business card indicator? Anyone get a 1 with a biz card?
the rest have been covered
I am sure they will send you to web support. if you are ss, they may throw 5k miles your way :P
you might have to have flown it :P and yes indeed 
i am somehow in the ss range, value 7. e20 tee hee. almost accurate less the picture and the dwelling location. wish i were a hip urbanite
Wish nypdlieu and some of the porsche picker-uppers would post
Activity preference - flight, hotel, car? maybe default option when you log on at some point
bcInd - business card indicator? Anyone get a 1 with a biz card?
the rest have been covered
i am somehow in the ss range, value 7. e20 tee hee. almost accurate less the picture and the dwelling location. wish i were a hip urbanite
Wish nypdlieu and some of the porsche picker-uppers would post
Jan 25, 2013, 6:34 am
#167
Join Date: Jan 2011
Location: NYC
Programs: Delta DM, AA EXP, Hyatt Diamond, HHoners Gold, SPG Gold, National ExecElite, Hertz PC, Avis First
Posts: 204
Delta and new DL.com Profiles A Lot About You
DM here, listed as SS. CustValSeg 2. Most of the info on here would be accurate of me 8 years ago, ha!
Jan 25, 2013, 6:41 am
#169
Join Date: Sep 2000
Location: Berlin, Germany
Programs: DL DM/2MM, UA PE, HH Gold
Posts: 1,080
PM from IN, CustValSeg 0
As i live in Germany and never had an US address registered with Delta IN is indeed the "International" branding for customers living outside the US.
No mindspring ID! The got my "drvdHmArptCd":"FRA" home airport wrong ( its TXL, not FRA ). No figures for income or home value which is correct - it would be against german private data laws if DL had access to these.
I have an additional line "dgtlLangPref":"de" stating my preference for the german version of DL's website. Also the "skyClubMMSts":"1 Million Miler" is correct.
As i live in Germany and never had an US address registered with Delta IN is indeed the "International" branding for customers living outside the US.
No mindspring ID! The got my "drvdHmArptCd":"FRA" home airport wrong ( its TXL, not FRA ). No figures for income or home value which is correct - it would be against german private data laws if DL had access to these.
I have an additional line "dgtlLangPref":"de" stating my preference for the german version of DL's website. Also the "skyClubMMSts":"1 Million Miler" is correct.
Jan 25, 2013, 6:44 am
#170
Join Date: Jan 2013
Location: Minneapolis, MN, USA
Programs: www.jeffsetter.com
Posts: 11
This is such a fascinating post. It's actually the reason why I signed up - so I could contribute.
Here's my results -
mosaicCd":"B09 - which apparently means I'm "Family Funtastic" - ironic because I'm just newly married and no kids
discSpndngAmt - 32786. This is much higher than my actual Delta spend and much lower than my Amex card spend
Household income is low by about 50% overall, but not too far from my W2
Customer Number - I think it's interesting that the first three numbers are 0's - good to see them prepare for potentially billions of flyers in the program.
Overall, I am guessing that a lot of this information is overlaid on our customer files by matching to our name and address. That is why it's so inaccurate, because it's fed from a third party that can really only estimate this data.
Here's my results -
mosaicCd":"B09 - which apparently means I'm "Family Funtastic" - ironic because I'm just newly married and no kids
discSpndngAmt - 32786. This is much higher than my actual Delta spend and much lower than my Amex card spend
Household income is low by about 50% overall, but not too far from my W2
Customer Number - I think it's interesting that the first three numbers are 0's - good to see them prepare for potentially billions of flyers in the program.
Overall, I am guessing that a lot of this information is overlaid on our customer files by matching to our name and address. That is why it's so inaccurate, because it's fed from a third party that can really only estimate this data.
Jan 25, 2013, 6:51 am
#171
Join Date: Jan 2008
Location: LAS
Programs: DL PM, UA PS, Hyatt Globalist, Marriott Titanium
Posts: 4,904
I'm in my early 20s and travel 95+% for leisure. I was GM last year and rolled over a lot (at 27K MQM now).
My spending amount is in the $70,000 range. Way off. I put $25K on Amex last year, but didn't spend that much on Delta. My home value is actually my parents' home because I never bothered to change the address on my profile. My income level is way too high. I have a customer value of 0, have a DW mindset and am Mosaic A01 -- American Royalty.
I mean, I'll take it .....
My spending amount is in the $70,000 range. Way off. I put $25K on Amex last year, but didn't spend that much on Delta. My home value is actually my parents' home because I never bothered to change the address on my profile. My income level is way too high. I have a customer value of 0, have a DW mindset and am Mosaic A01 -- American Royalty.
I mean, I'll take it .....
Last edited by amolkold; Jan 25, 2013 at 7:17 am
Jan 25, 2013, 6:52 am
#172
Join Date: May 2009
Location: PHL
Programs: AA EXP, DL DM HH Gold, Marriot Titanium
Posts: 1,298
Tours
Attractions (AT)
Shows & Events
Skip the Line & City Pass
Day Trips & Excursions (DT)
Multi-Day Tours
Outdoor Activities (OA)
Air Adventures (AA)
Specialty Cruises (SC)
Spa & Relaxation
Eat & Drink (ED)
Shopping & Fashion
Off the Beaten Path (OP)
Jan 25, 2013, 6:54 am
#173
Join Date: Jul 2010
Location: SUX
Programs: BA Silver; HHonors Gold; SPG Gold; Points but dirt with everyone else
Posts: 8,050
Anyone else Googled the full name of their Mosaic code? Mine is O55 "Family Troopers", which led me to this. As a single gay male with a PhD, no children, and no association to the military beyond my father's service in Vietnam, I don't know how they could have been further from accurate on that one.
Jan 25, 2013, 6:56 am
#174
Join Date: Oct 2007
Programs: Now just a lowly DL PM/1MM. This industry needs some competition. It's just not enjoyable anymore.
Posts: 3,543
About the only thing accurate in my file is my SM #, MQM/SM balances, and SC info. All of the income/spend/demographic stuff is nowhere close...
Jan 25, 2013, 6:58 am
#175
Join Date: Nov 2008
Location: Enn Why Cee
Programs: DL, CO, LH, BA etc...
Posts: 1,570
Jan 25, 2013, 6:58 am
#176
Join Date: Jul 2010
Location: SAV
Programs: Atlanta's hometown airline. A bunch of hotel programs. PetSmart PetPerks.
Posts: 2,531
I looked up mine & MrWeezer's, he had one I haven't seen listed (scanned many of the posts): "mindsetSeg":"IA" He has minimal revenue miles, no AMEX, no other miles-earning instruments & has never had elite status. 
They have us pegged under Full Pockets/Empty Nests which makes me feel old, though it's true we don't have kids. I think of empty nesters as those w kids out of college/no longer dependents...we're not old enough for that.
MrWeezer's home value & discspendingamt are same as mine - both our home (I lived here years before we got married) & Amex are my name only. I can assure you we haven't spent that amount on DL though it reflects average annual spend on my Amex in recent years.
Thanks for posting this OP, fascinating stuff!
They have us pegged under Full Pockets/Empty Nests which makes me feel old, though it's true we don't have kids. I think of empty nesters as those w kids out of college/no longer dependents...we're not old enough for that.
MrWeezer's home value & discspendingamt are same as mine - both our home (I lived here years before we got married) & Amex are my name only. I can assure you we haven't spent that amount on DL though it reflects average annual spend on my Amex in recent years.Thanks for posting this OP, fascinating stuff!
Jan 25, 2013, 7:02 am
#178
Join Date: Jun 2002
Location: Kingdom of the Sun
Programs: DL GM/MM
Posts: 3,708
Here's a new one:
DD from FO, CustValSeg 0
And in other interesting data points:
custValSeg = 0 -- a MM should be at least a 1, not a kettle!
incomeAmt = ### -- way low. Maybe 20 years ago.
discSpndngAmt = 0 -- I could swear I bought a Big Mac in July!
homeValueAmt = ###### -- Low by 4x-6x
isLoggedIn = Y
mindsetSeg = DD
mosaicCd = N47 -- Pastoral Pride, Countrified Pragmatics -- probably pretty close. The horses outside my window would probably agree.
DD from FO, CustValSeg 0
And in other interesting data points:
custValSeg = 0 -- a MM should be at least a 1, not a kettle!
incomeAmt = ### -- way low. Maybe 20 years ago.
discSpndngAmt = 0 -- I could swear I bought a Big Mac in July!
homeValueAmt = ###### -- Low by 4x-6x
isLoggedIn = Y
mindsetSeg = DD
mosaicCd = N47 -- Pastoral Pride, Countrified Pragmatics -- probably pretty close. The horses outside my window would probably agree.
Jan 25, 2013, 7:06 am
#179
Join Date: Jun 2006
Location: NYC
Programs: DL PM MM SC; GE; Bonvoy Titanium; IHG Diamond
Posts: 2,310
That's true, I'm sure most of us are finding some of it is on-target and some is way off.
I'm an A06 - Jet Set Urbanite - which, after reading the profile I realize is pretty close - but they're off on my income and discretionary spend and apparently don't realize I own my apartment, because they have my home value as 0. I'm also an FL mindset - wonder what that means?
I'm an A06 - Jet Set Urbanite - which, after reading the profile I realize is pretty close - but they're off on my income and discretionary spend and apparently don't realize I own my apartment, because they have my home value as 0. I'm also an FL mindset - wonder what that means?
Jan 25, 2013, 7:08 am
#180
FlyerTalk Evangelist
Join Date: Sep 2007
Location: BOS
Programs: DL DM 2MM, Marriott LT Titanium, Hertz PC, Avis PC
Posts: 15,192
Here is mine, whatever it means as a DM:
custValSeg = 9
mindsetSeg = FL
mosaicCd = G24, which maybe used to be correct several years ago... except I live in a nice area in the suburbs and have a fiance.
They also say my discspendamt is 24k. Still wondering what the FL means.
custValSeg = 9
mindsetSeg = FL
mosaicCd = G24, which maybe used to be correct several years ago... except I live in a nice area in the suburbs and have a fiance.
They also say my discspendamt is 24k. Still wondering what the FL means.
Last edited by rylan; Jan 25, 2013 at 7:13 am
