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, 7:57 pm
#436
Join Date: Jul 2011
Location: Southern California
Programs: DL DM, EY Plat, MM Senator
Posts: 493
This must be right. My listed income was reasonably accurate, but was the exact number that I gave to AX when I switched to The Platinum card last year.
Jan 25, 2013, 11:11 pm
#438
FlyerTalk Evangelist & Ambassador: China
Join Date: Aug 2005
Location: DEN
Programs: DL DM/MM, UA 1K, AA Exp, HH Dia, WOH Glob, IHG Plat, Marriott Gold, NA EE, Hertz PC
Posts: 17,419
Haha, you never know. Doubtful.
LOL
It was just a funny suggestion. Too funny.
Well, we knew the gig would be short lived.
My current address does not have a zillow estimate, so must be something else.
LOL
It was just a funny suggestion. Too funny.
My current address does not have a zillow estimate, so must be something else.
Jan 26, 2013, 12:07 am
#439
Join Date: Mar 2012
Location: NYC
Programs: DL Platinum, SPG Gold, Marriott Gold, Hilton Gold
Posts: 110
For those who think this is somehow a Delta specific IT fail, it's an artifact of the design of pretty much every modern web site: Your web browser acts like a client and authenticates to a server as you (thus the part where you had to login to see this data), then your web browser customizes your browsing experience according to the data pulled from the server. (See, eg, AJAX.)
GMail, for example, uses this exact model (assuming you use the web interface), only the data it's pulling is your email instead of your home value. Of course, Google has access to lots of data about you, too, that's how they target ads to you. You just haven't discovered the same "breach" (that isn't really a breach) yet.
If you want to get upset at Delta over this, then you need to get upset with almost every other major corporation in the US at the same time. (If you want to get upset at Delta over your CustValSeg being 0, that's a different issue.)
GMail, for example, uses this exact model (assuming you use the web interface), only the data it's pulling is your email instead of your home value. Of course, Google has access to lots of data about you, too, that's how they target ads to you. You just haven't discovered the same "breach" (that isn't really a breach) yet.
If you want to get upset at Delta over this, then you need to get upset with almost every other major corporation in the US at the same time. (If you want to get upset at Delta over your CustValSeg being 0, that's a different issue.)
Jan 26, 2013, 4:44 am
#441
Suspended
Join Date: Dec 2009
Location: HKG
Programs: DL FO, UA, AA, AsiaMiles, SPG, HHonors
Posts: 7,982
Jan 26, 2013, 4:45 am
#442
Suspended
Join Date: Dec 2009
Location: HKG
Programs: DL FO, UA, AA, AsiaMiles, SPG, HHonors
Posts: 7,982
Like many companies, Delta uses demographic and other data to help provide a personalized experience for our customers, improve how we communicate with them and design offers customized to their interests. While the data displayed was only available to the specific user, we sincerely regret that this code displayed and the confusion it may have caused for our customers. We worked to resolve the issue promptly upon discovering it.
Jan 26, 2013, 5:16 am
#445
Join Date: Jun 2010
Location: Austin, TX
Programs: DL DM; DL AMEX Reserve; HHonors Gold
Posts: 1,984
So I understand why they would collect and want the data, but one thing that I find perplexing is why these data would be transmitted FROM delta.com in the first place. Can someone with more IT experience than I weigh in on possibilities?
Jan 26, 2013, 6:01 am
#446
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
Like it has been said before, most large American companies do profiling. I have no problem with that. What I do have a problem with is that DL is saying they are using this for a "customized experience". Well, we all know the old adage "Garbage in, garbage out". It seems that in 30-50% of the cases the data was wildly inaccurate. That then leads to poorly customized experiences and DL markets to many of us in the wrong way or the wrong products. For example, I might be missing out on valuable deals that would be spot on for me, except DL has the wrong data and keeps sending me offers for ATL-SFO.
The concept is great, the execution is terrible. If I were VP of Marketing for DL, I'd cancel my Experian contract and get my money back
The concept is great, the execution is terrible. If I were VP of Marketing for DL, I'd cancel my Experian contract and get my money back
Last edited by Deltahater; Jan 26, 2013 at 6:22 am
Jan 26, 2013, 6:08 am
#447
Join Date: Nov 2006
Posts: 665
The web pages in your browser are way more intelligent than they used to be, and do a lot more than simply display a page sent from the website. Transmitting data in this form is very common, but I doubt all of the profile information is needed by the browser application, so it looks like a case of too much information being included. It is securely requested and sent, so there's no real risk of someone intercepting it.
Jan 26, 2013, 7:09 am
#448
Join Date: Nov 2011
Location: Formerly at PIT, now planted near MSP.
Programs: No flights since April 2019 (Medical Issues). Lost all my status.
Posts: 1,483
Big Brother's Profile
http://www.linkedin.com/in/smitapremkumar
Here's Big Brother's Linked-In profile.
".... right offer to the right customer at the right time ..."
Here's Big Brother's Linked-In profile.
".... right offer to the right customer at the right time ..."
Last edited by RRDD; Jan 26, 2013 at 7:21 am
Jan 26, 2013, 7:26 am
#449
Join Date: May 2012
Location: MSP
Programs: Delta Skymile DM, Marriott Platinum, PC Gold, Avis Chairman's Club, National EE
Posts: 728
I can provide a little insight on that. Many companies will use this type of data to generate ads within their pages. There are companies that specialize in marketing and providing targeted ads. To leverage this you must have a secure data transfer to provide this link.
Jan 26, 2013, 7:26 am
#450
Join Date: Jan 2008
Location: LEX
Programs: Delta Reserve - PM
Posts: 1,143
Exactly.
As I've seen from reading this thread, people are offended that Delta has/uses this information. Not because it may be wrong, but because they think they should have privacy. So in that regard, if everyone wants to be so secretive, how is it possible for Delta to get correct information. If you're going to complain about privacy, then you can't really complain about the information Delta uses for you. If you lie about your birthdate or income level, how the hell would they know, they're just using a data feed. None of the information that I was able to see, am I worried about. If I had seen my social security number, that's a different story.
As I've seen from reading this thread, people are offended that Delta has/uses this information. Not because it may be wrong, but because they think they should have privacy. So in that regard, if everyone wants to be so secretive, how is it possible for Delta to get correct information. If you're going to complain about privacy, then you can't really complain about the information Delta uses for you. If you lie about your birthdate or income level, how the hell would they know, they're just using a data feed. None of the information that I was able to see, am I worried about. If I had seen my social security number, that's a different story.