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, 11:13 am
#316
Join Date: Jun 2008
Location: BDU
Programs: DL:MM, Marriott:LTT
Posts: 8,779
Interesting. I seem to be the only one whose property value does not match Zillow. I've checked Zillow twice today, and what is showing on the DL information is ~60% of what shows in Zillow.
Jan 25, 2013, 11:14 am
#317
Join Date: Jul 2006
Location: Inland Empire!
Programs: NW Plat (formerly), UA 1K, Hilton Silver, Hyatt Plat
Posts: 2,917
Do you think they are smart enough to do that?
Then again, these broad demographic surveys are usually pretty damn accurate when you read the full details. Obviously there are red herrings but...
classic.demographicsnow.com/AllocateOnline.srct?ShowPage=static/MosaicUSA.htm
Then again, these broad demographic surveys are usually pretty damn accurate when you read the full details. Obviously there are red herrings but...
classic.demographicsnow.com/AllocateOnline.srct?ShowPage=static/MosaicUSA.htm
The spend, mosaic (there is nothing in my assigned R66 (Dare to Dream) that resembles me including my age, education, income, residence, homeownership, etc), income etc, are all wrong.
Oh, I guess they got my customer value right = 0, though!
Jan 25, 2013, 11:14 am
#318
FlyerTalk Evangelist
Join Date: May 2002
Location: NC
Programs: AAConciergeKey/1MM, DL DM/2 MM, UA Gold,Hilton Diamond, IHG Plat, Hyatt Globalist, Marriott Titanium
Posts: 11,980
I am a DM who spent probably $5-6k last year thanks to having lots of rollover. I am a DW and have customer value seg of 0. I am so confused by this customer value segment. Are they saying they are writing off DMs who may not have spent "enough" in the past year? It seems they may be overlooking the value these same people have provided in the past in terms of annual spend and have the potential for providing in the future. I know they never intended for us to find out our value score, but knowing that I am a ZERO in their book drives me further away from spending with them in the future.
I have never noticed a difference in treatment as a DM/MM (always the best from DL employees), but perhaps agents have not been exposed to this data as of yet. If I start to notice poor treatment as a DM because I am a ZERO, I will definitely move remaining business.
It just seems DMs showing as "0" is a very odd datapoint.
I have never noticed a difference in treatment as a DM/MM (always the best from DL employees), but perhaps agents have not been exposed to this data as of yet. If I start to notice poor treatment as a DM because I am a ZERO, I will definitely move remaining business.
It just seems DMs showing as "0" is a very odd datapoint.
Jan 25, 2013, 11:14 am
#319
FlyerTalk Evangelist
Join Date: Sep 2002
Location: IND
Programs: DL PM & 2MM™, Lifetime HHonors Diamond
Posts: 20,889
Jan 25, 2013, 11:16 am
#320
Join Date: Jan 2008
Location: MLB
Programs: DL - KM DM, DL 1.57 MM, UA - 1P, AA - EXP HH - Diamond, PC - Platinum, SPG - Gold, Hertz 5*
Posts: 887
Jan 25, 2013, 11:16 am
#321
Join Date: Nov 2012
Location: ATL
Programs: Bonvoy Ambassador, Hyatt Globalist, Hilton Gold, AA EXP, UA Silver, former DL DM
Posts: 2,001
Jan 25, 2013, 11:17 am
#322
Join Date: Sep 2011
Location: Wherever I happen to be....
Programs: DL EOS...
Posts: 1,111
Jan 25, 2013, 11:18 am
#323
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
A01 - American Royalty. It's pretty clear they just needed to use my zip code to determine this based on their overall summary. I'm guessing 99 percent of this ranking is based on where you live.
They had my home value correct and income about 10-15 % low.
Can't figure out mindset: IA.
They had my home value correct and income about 10-15 % low.
Can't figure out mindset: IA.
Off with their heads...
Jan 25, 2013, 11:18 am
#324
Join Date: Sep 2006
Location: Berkeley, CA
Programs: UA Silver, Southwest A-List, Hilton Diamond
Posts: 818
Same here. The profile generalizes my neighborhood, but not my personal situation very well. Of course the data Delta is using seems like a collection of different sources that don't line up with actuality. I'll take that a positive for now since I really don't think Delta needs to know everything about me. It could be interesting to see how this manifests itself if the airlines go to the customized pricing replacement for GDS they keep talking about though.
Jan 25, 2013, 11:18 am
#325
Join Date: Dec 2005
Location: Likely being followed...
Programs: DYKWIA Extraordinaire. TrollSlayer Mega Diamond. [insert esoteric sounding status level(s) here]
Posts: 5,240
The info in my profile right for just my skymile number. # of MQM, SM balance and zip code.
The spend, mosaic (there is nothing in my assigned R66 (Dare to Dream) that resembles me including my age, education, income, residence, homeownership, etc), income etc, are all wrong.
Oh, I guess they got my customer value right = 0, though!
The spend, mosaic (there is nothing in my assigned R66 (Dare to Dream) that resembles me including my age, education, income, residence, homeownership, etc), income etc, are all wrong.
Oh, I guess they got my customer value right = 0, though!
^
Jan 25, 2013, 11:19 am
#326
Join Date: Jun 2001
Location: Georgia
Programs: DL, US
Posts: 707
I'm a Diamond
Customer Value: 23
Mindset: SS
90% of my travel are M+ fares as our company dictates that we travel on Fully Refundable Tickets and depending on the market it could be H, M, B, Y, but usually Y.
Customer Value: 23
Mindset: SS
90% of my travel are M+ fares as our company dictates that we travel on Fully Refundable Tickets and depending on the market it could be H, M, B, Y, but usually Y.
Jan 25, 2013, 11:22 am
#327
Join Date: Jun 2008
Location: BDU
Programs: DL:MM, Marriott:LTT
Posts: 8,779
It appears from the document linked on an earlier post that DL has been using these scores and codes and that DL employees are well aware of these. I still find it interesting that nobody from DL has anonymously posted what everything means and how it is used.
What I also don't understand is why this information should make any difference. If you are satisfied with the product and service you get from DL, why should the fact that they don't think you are an above-average source of profit be an issue? Nothing has changed. Is your ego this dependent on DL's stroking?
I've got news for you... if DL thinks your not a good profit source, that's what the other airlines will think, too.
But why don't you celebrate that you are King of Finding Good Fares? That you get to travel all over the place while other suckers, who have paid more to be on the same plane, are subsidizing your trip? It seems that should be something for which to be proud, not for being the sucker who pays more.
What I also don't understand is why this information should make any difference. If you are satisfied with the product and service you get from DL, why should the fact that they don't think you are an above-average source of profit be an issue? Nothing has changed. Is your ego this dependent on DL's stroking?
I've got news for you... if DL thinks your not a good profit source, that's what the other airlines will think, too.
But why don't you celebrate that you are King of Finding Good Fares? That you get to travel all over the place while other suckers, who have paid more to be on the same plane, are subsidizing your trip? It seems that should be something for which to be proud, not for being the sucker who pays more.
Jan 25, 2013, 11:23 am
#328
Join Date: Apr 2003
Location: Seattle, WA
Programs: DL DM/1MM, Natl Exec Elite, Bonvoy Plat, Hyatt Glob, Hilton Diam
Posts: 382
Either way, I find the earlier IBTL comments funny, because why would FT care about closing this discussion?
The Sr. PM of Marketing Analytics however just got a freaking gold mine of information about how accurate and inaccurate what they're paying booku bucks for is really validating.
Also, this should be interesting from DL's perception of FT... If we're all valued at 0/1/2/3... FT is a noisy channel of low spenders. But, it might have also borne the fact that there's not just noisy low spenders here... Some of us care about our PM or DM status-- sure... but we might also be their most valuable customers learning from each other and from DL on FT.
This is a good thread ultimately for us-- to know more about how DL segments us beyond just Medallion, as well as for them to know that FT isn't just a bunch of noisy cranks sitting in a basement ruining their days and not spending moola.
The Sr. PM of Marketing Analytics however just got a freaking gold mine of information about how accurate and inaccurate what they're paying booku bucks for is really validating.
Also, this should be interesting from DL's perception of FT... If we're all valued at 0/1/2/3... FT is a noisy channel of low spenders. But, it might have also borne the fact that there's not just noisy low spenders here... Some of us care about our PM or DM status-- sure... but we might also be their most valuable customers learning from each other and from DL on FT.
This is a good thread ultimately for us-- to know more about how DL segments us beyond just Medallion, as well as for them to know that FT isn't just a bunch of noisy cranks sitting in a basement ruining their days and not spending moola.
Jan 25, 2013, 11:23 am
#329
Join Date: Apr 2005
Location: New York, western US
Programs: DM/3MM
Posts: 4,246
Vuelos, good thing about FT is that there are people who post who actually know about which they are posting. It's appreciated.
Jan 25, 2013, 11:27 am
#330
Join Date: Feb 2008
Location: JFK,ATL,LGA (the rest of the world follows)
Programs: DL KM/DM/2MM (NH Plat emeritus, CO Plat emeritus, and no place like home)
Posts: 3,190
It was good while it lasted
I just noticed DL 'wiped' all the information... so, none of the old data shows. Oh, well- it was a nice learning experience