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Delta and new DL.com Profiles A Lot About You

Old Jun 12, 2013, 7:24 pm
FlyerTalk Forums Expert How-Tos and Guides
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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Delta and new DL.com Profiles A Lot About You

Old Jan 25, 2013, 7:11 am
  #181  
 
Join Date: Aug 2004
Location: SAT
Programs: AA EXP BA Gold, TK Gold, Hyatt Globalist, Hilton Diamond, AS 100K, QR PLT, SAS Gold, IHG Spire, AMR
Posts: 5,898
Originally Posted by mnredfox
Thanks to all you sluethers out there.

"chldAgeRange":"POC10T12,POC13T18" I don't have kids, should I be worried? How do you interpret this?
"isPwmElig": You guys are spot on, I have blue Amex
"skyClubFtrCntrctInd": If this shows, SC status, why have this: "skyClubMbr"

Still can't crack these:
"actvtyPref":
"bcInd":
"mindsetSeg":
Kids aged 10-12 and 13-18
Deltahater is offline  
Old Jan 25, 2013, 7:13 am
  #182  
 
Join Date: Aug 2004
Location: SAT
Programs: AA EXP BA Gold, TK Gold, Hyatt Globalist, Hilton Diamond, AS 100K, QR PLT, SAS Gold, IHG Spire, AMR
Posts: 5,898
Originally Posted by ifette
Also, for what it's worth I'm tagged as

"mosaicCd":"O54"

no idea.
striving singles scene

http://www.experian.com/assets/marke...c-brochure.pdf
Deltahater is offline  
Old Jan 25, 2013, 7:13 am
  #183  
 
Join Date: Jun 2010
Programs: DL Diamond MM, SPG Platinum, Skywards Silver
Posts: 319
Originally Posted by ShopAround
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 noticed that mine also doesn't show that I own my home. I think it's because I use a PO Box for my DL mailing address. My income is off by 80% LOL
FlyingDL4Fun is offline  
Old Jan 25, 2013, 7:14 am
  #184  
 
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
Great thread.

I'm admittedly not so tech advanced, but I can't get this to work. I have IE, I think version 7 or 8. When I click on the link, I get a pop up box to save a file for bcdata.action. I click on that, then I get a windows pop up that says File Association, with File Type Unknown. Would appreciate any help as to what I might be doing wrong.
TrojanTraveler is offline  
Old Jan 25, 2013, 7:16 am
  #185  
 
Join Date: Jun 2006
Location: NYC
Programs: DL PM MM SC; GE; Bonvoy Titanium; IHG Diamond
Posts: 2,306
Originally Posted by TrojanTraveler
Great thread.

I'm admittedly not so tech advanced, but I can't get this to work. I have IE, I think version 7 or 8. When I click on the link, I get a pop up box to save a file for bcdata.action. I click on that, then I get a windows pop up that says File Association, with File Type Unknown. Would appreciate any help as to what I might be doing wrong.
I had the same issue. I tried saving it and opening it in notepad. It makes it a little harder to read - all the text runs together - but you can see it.
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Old Jan 25, 2013, 7:16 am
  #186  
 
Join Date: May 2011
Location: Treasure Coast of FL (MCO/MLB/PBI)
Programs: AS MVP, Hilton Diamond, Marriott Platinum
Posts: 844
Good lord, so much for getting work done this morning. Such a fascinating thread. Here's my info:

I'm a DM with a DW mindset and CustValSeg of 0. Not a huge fan of that last one...

My mosaic of E21 is nowhere near...I don't think a married 29 year old loving the DINK lifestyle should be classified as a "Thriving Boomer - Unspoiled Splendor." Surely Delta knows that I am no where near boomer status by my DOB???

Income is about right for just me
Home value is a bit low (but I dunno if Willow or whatever source they use takes off the homestead exemption here in FL, which would make it about accurate)
Disc spend is about 1.5x what I spent on DL last year, about 95% of which was through my corporate travel website (Egencia)

Here's the fascinating thing. I ran the report for my wife (GM by virtue of gifted status), and her income, disc spend, Mosaic, and CustValSeg were all identical to mine, so it seems like they simply populate some of the fields with spouse's info when they are short. She's an FL for mindset.

My big question: I'd love to know how she and I are of equal "value" when I flew 144 segments last year and she flew 4.
Deemus7 is offline  
Old Jan 25, 2013, 7:18 am
  #187  
 
Join Date: Jun 2010
Location: New Orleans, LA
Programs: DL PM, AA Gold, A3 Gold, WN CP, and lots of points everywhere.
Posts: 344
Wow. This was a fascinating hour this AM, so much so that I didn't even make the coffee until after.

My wife (GM) and I (DM, dropping to PM) both were categorized identically:

custValSeg = 0
mindsetSeg = FL
mosaicCD = K40 (aka Significant Singles, Bohemian Groove)

Delta, via the profile, has an accurate picture of our home value.

I'm really not sure how to interpret discretionary spend. Could be way off or dead on.

Income amount... If this is thousands, it's WAY off. If it's # of 10-thousands, pretty accurate.

But when I dug into the "Bohemian Groove" categorization from Experian, it's way, way off. Our age, marital status, wealth, income, spending profile, home ownership status, are all substantial outliers. On the metrics that I would think(in some cases KNOW) Experian has, I don't see how we could end up there.

The only things at all in favor of being categorized that way would be perhaps living in New Orleans and that our home was once a "double shotgun" (two units, side-by-side, in a single structure) but was converted to a single about 9 years ago. That last fact might contribute to them thinking we're renters since I still get an occasional piece of junk mail at the address for the 2nd unit that doesn't exist and the city's sewerage and water department had us miscategorized for a while. But Experian definitely knows all about our mortgages so you'd think they'd get that right.

Anyway, their marketing profile for us is way, way off.

I guess Delta won't be doing much for this "bohemian" if I threaten to jump ship since we sure don't look valuable!
msp2msy is offline  
Old Jan 25, 2013, 7:22 am
  #188  
 
Join Date: Sep 2011
Location: Wherever I happen to be....
Programs: DL EOS...
Posts: 1,111
Forum active users list should be seeing some DL hits soon, 9:20am.

Somebody's got some 'splaining to do!
Ti22 is offline  
Old Jan 25, 2013, 7:24 am
  #189  
 
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
Originally Posted by ShopAround
I had the same issue. I tried saving it and opening it in notepad. It makes it a little harder to read - all the text runs together - but you can see it.
Thanks, I was able to save in word. Hard to read, you're right...

My Mosaic is A06. Trying to figure out what that means.
TrojanTraveler is offline  
Old Jan 25, 2013, 7:27 am
  #190  
 
Join Date: Jan 2003
Location: Upper Midwest
Programs: DL, AA
Posts: 1,677
Originally Posted by mtkeller
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.
Maybe you stay close-knit with your family? (lot's of trips to back home?)


Originally Posted by cmh flyer
Where is the Ham Sandwich category?
I see code BH on the list, maybe for Bologna and Ham.
bk42 is offline  
Old Jan 25, 2013, 7:28 am
  #191  
 
Join Date: Sep 2011
Location: Wherever I happen to be....
Programs: DL EOS...
Posts: 1,111
Originally Posted by TrojanTraveler
Thanks, I was able to save in word. Hard to read, you're right...

My Mosaic is A06. Trying to figure out what that means.
In your text/word editor add a return after every comma.

Did you see the link for the Mosaic nonsense couple pages in IIRC?
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Old Jan 25, 2013, 7:31 am
  #192  
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: 100,334
My mosaic is funny too. I wonder if they assigned these based on zip codes.

Now I'm curious what AmEx privacy policy is about sharing financial data with DL. Of course DL knows if we have a DL affiliated card attached to our FF account and they know about any other cards stored in our profile or that we've used to pay for tickets with our FF number. I would hope that AmEx doesn't share our financial data with outside merchants, even if there is a tight relationship. Of course, much of this is puuclicly available, but it would seem to be a lot of work to fill in this data for every FFer from online databases. (For example, home values would be part of country tax records in many jurisdictions, although there can be a disconnect between appraised and market value.)

Could CustValSeg be our spend so far this year on DL tickets, excluding taxes, in thousands of dollars? That could explain mine, or mine might be my segments last year on M+ fares, but that seems like a very imperfect way to evaluate customers.
MSPeconomist is offline  
Old Jan 25, 2013, 7:35 am
  #193  
 
Join Date: Aug 2004
Location: SAT
Programs: AA EXP BA Gold, TK Gold, Hyatt Globalist, Hilton Diamond, AS 100K, QR PLT, SAS Gold, IHG Spire, AMR
Posts: 5,898
Originally Posted by TrojanTraveler
Thanks, I was able to save in word. Hard to read, you're right...

My Mosaic is A06. Trying to figure out what that means.
http://www.experian.com/assets/marke...c-brochure.pdf
Deltahater is offline  
Old Jan 25, 2013, 7:36 am
  #194  
 
Join Date: Jun 2012
Location: Michigan
Programs: DL PM
Posts: 854
Seems like a lot of discrepancy in the incomeAmt based on what I'm reading here. Mine would be 50% too high.

Perhaps incomeAmt is the income you provide to delta? If so, multiply the number by $100 and it sounds pretty close to what I spent on Delta in the past year.

discSpendingAmt in my case is exactly the same as what I spent on my DL Amex last year.

cobrandcard is AXCV, I have the reserve card

I am GM, listed as FL mindset, custValSeg of 0, moasicCd of N46. I'm a segment qualifier, fly a lot of short segments in the eastern US.
mudpuppy is offline  
Old Jan 25, 2013, 7:36 am
  #195  
 
Join Date: Aug 2004
Location: SAT
Programs: AA EXP BA Gold, TK Gold, Hyatt Globalist, Hilton Diamond, AS 100K, QR PLT, SAS Gold, IHG Spire, AMR
Posts: 5,898
Originally Posted by MSPeconomist

Could CustValSeg be our spend so far this year on DL tickets, excluding taxes, in thousands of dollars? That could explain mine, or mine might be my segments last year on M+ fares, but that seems like a very imperfect way to evaluate customers.
I think it is simply a value. Nothing to do with your spend. I believe the lower the value, the less valuable you are to DL. I think the highest we had so far was 33.

I am a "0", given that I flew once with DL on an AF issued ticket in 2012
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