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, 7:36 am
#196
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
Some info is correct, some is way off. Income is decades old. When I have time I'll compare it to Mrs. TrojanTraveler...we're both DMs and have similar travel habits, will be interesting to see if it lines up.
Jan 25, 2013, 7:38 am
#197
Join Date: Jun 2008
Location: BDU
Programs: DL:MM, Marriott:LTT
Posts: 8,779
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.
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.
My house value does not match my Zillow value, but I just checked and it does match the tax value assigned by DeKalb County Georgia. (Atlanta in DeKalb, if that helps someone make rhyme or reason of the numbers.)
Jan 25, 2013, 7:41 am
#199
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: 100,413
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.
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.
My incomeAmt might well be what my income was (in thousands) when I first applied for an AmEx at the end of graduate school.
Jan 25, 2013, 7:43 am
#201
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: 100,413
Jan 25, 2013, 7:45 am
#202
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
And depending on how their formulas work, they can get wrong scoring/targeting. For example, if the customer value score is related to the income figure, and that's way off, then the value score would be off. My guess is that there is another source of income data, as least for the Mosaic score...I could not be "jet set elite" with the income that they have listed.
Jan 25, 2013, 7:47 am
#203
Join Date: Jun 2006
Location: NYC
Programs: DL PM MM SC; GE; Bonvoy Titanium; IHG Diamond
Posts: 2,310
Jan 25, 2013, 7:49 am
#204
Join Date: Oct 2012
Location: SFO
Posts: 329
Jan 25, 2013, 7:50 am
#205
Join Date: Jun 2008
Location: BDU
Programs: DL:MM, Marriott:LTT
Posts: 8,779
Jan 25, 2013, 7:51 am
#206
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
I'm an A06, too. We are Jet Set Urbanites: http://classic.demographicsnow.com/T...0Urbanites.PDF
Jan 25, 2013, 7:54 am
#207
Join Date: Dec 2002
Location: Meechigan
Posts: 1,006
"custValSeg":"52"
"mindsetSeg":"GT"
I didn't get a bottle of Johnnie Walker Blue, so the cutoff for that is a higher custValSeg.
I do not have an AMEX card of any kind, so they're not pulling data from there.
"mindsetSeg":"GT"
I didn't get a bottle of Johnnie Walker Blue, so the cutoff for that is a higher custValSeg.
I do not have an AMEX card of any kind, so they're not pulling data from there.
Last edited by k2; Jan 25, 2013 at 8:53 am Reason: disclose AMEX status
Jan 25, 2013, 7:55 am
#208
FlyerTalk Evangelist
Join Date: Apr 2009
Location: Bye Delta
Programs: AA EXP, HH Diamond, IHG Plat, Hyatt Plat, Marriott Plat, Nat'l Exec Elite, Avis Presidents Club
Posts: 16,273
Like the Target example... someone at the New York Times talked to a statistician working for Target and wrote the following article which includes a story where Target figured out a high school aged girl was pregnant even before her parents did, and started sending her targeted advertisements. The girl's father angrily demanded to know why Target was mailing his daughter such things, only to come back to the store hat in hand a few weeks later after he had a few talks with his kid. Target freaked out after the article was published and there wasn't much more comment from them. Apparently they want to be stealthily creepy, not just creepy, which isn't far off from how many companies treat their customer analytics because of public opinion.
http://www.nytimes.com/2012/02/19/ma...ted=1&_r=2&hp&
Last edited by javabytes; Jan 25, 2013 at 8:03 am
Jan 25, 2013, 7:55 am
#209
Join Date: Sep 2006
Location: LAX
Programs: Fallen DL DM (PM) 2MM
Posts: 4,783
Added:
As mudpuppy speculated, my Income figure x 100 is close what I spent on DL (may be MQD)
skyClubFtrCntrctInd":"Y" --> I had purchased a 3 year SkyClub extension about 6 months before I became DM
Last edited by TheMadBrewer; Jan 25, 2013 at 8:23 am