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
#466
Join Date: Dec 2005
Location: Likely being followed...
Programs: DYKWIA Extraordinaire. TrollSlayer Mega Diamond. [insert esoteric sounding status level(s) here]
Posts: 5,240
Yes. For the past twelve years I've worked for two of the five largest companies on the planet. If I remember correctly, you work for a family business.
One of the documents linked in this thread reminded cs employees to keep using the codes, which is what leads me to believe they were using the codes. The woman who wrote the article was a DL bigwig who was also an attorney. The link is towards the start of this thread.
One of the documents linked in this thread reminded cs employees to keep using the codes, which is what leads me to believe they were using the codes. The woman who wrote the article was a DL bigwig who was also an attorney. The link is towards the start of this thread.
#467
Join Date: Feb 2009
Location: BER, SAT, AUS
Programs: Feels like FO (AA EXP)
Posts: 1,611
I can still remember the issues and the mistreatment from DL just after the EU passenger rights were activated. Over time and partially through directly involving AF+KLM, it has gotten better.
However, IMHO they'll use those profiles for implementing/supporting their customer valuation programs (such as MQD or a "score card" for dealing with IROPS) in which non-U.S. fliers are once more being displayed as the worst of the bottom feeders. From what I could see in the brief moment of having the data displayed, they only counted the U.S. spend (charged to an U.S. credit card) but did not include any spending on other cards. They take a foreign post code and match it as closely as possible to an U.S. postcode. In other words: why country code is displayed as DE and the state as NY. They assume me being located somewhere in upstate NY but it's a foreign post code ... income for me is stated as "8". Spend is a little over 14k, which pretty much reflects the a/i costs of all flights originating in the U.S. in 2012.
I am with mnredfox here, let's see whether we receive a different treatment from DL in the foreseeable future because when most of the data is missing we just appear like customers not worth pursuing anymore to the untrained customer representative eye. Do we really and honestly think that a big red warning window magically appears on the rep's screen saying: "ATTN: NON-U.S. CUSTOMER, IGNORE INCOMPLETE PROFILING DATA AND TREAT AS GOOD PAX"?
However, IMHO they'll use those profiles for implementing/supporting their customer valuation programs (such as MQD or a "score card" for dealing with IROPS) in which non-U.S. fliers are once more being displayed as the worst of the bottom feeders. From what I could see in the brief moment of having the data displayed, they only counted the U.S. spend (charged to an U.S. credit card) but did not include any spending on other cards. They take a foreign post code and match it as closely as possible to an U.S. postcode. In other words: why country code is displayed as DE and the state as NY. They assume me being located somewhere in upstate NY but it's a foreign post code ... income for me is stated as "8". Spend is a little over 14k, which pretty much reflects the a/i costs of all flights originating in the U.S. in 2012.
I am with mnredfox here, let's see whether we receive a different treatment from DL in the foreseeable future because when most of the data is missing we just appear like customers not worth pursuing anymore to the untrained customer representative eye. Do we really and honestly think that a big red warning window magically appears on the rep's screen saying: "ATTN: NON-U.S. CUSTOMER, IGNORE INCOMPLETE PROFILING DATA AND TREAT AS GOOD PAX"?
#468
Join Date: Jul 2010
Location: SAV
Programs: Atlanta's hometown airline. A bunch of hotel programs. PetSmart PetPerks.
Posts: 2,531
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 ..."
#469
Join Date: Dec 2010
Location: MSP
Programs: AA EXP, DL PM (FO soon), A3 Gold, TK Classic Plus, SPG Plat, HH Gold, Hyatt Diamond, National EE
Posts: 1,003
Clearly they developed a model about who lives in a specific community, but I don't think it's rocket science. On our own each of us could probably pick a community and come up with some spot-on observations. People in high-wealth communities read news, vote, participate in the arts, value education, travel more, buy european cars, etc. Package it pretty and - viola!
I guess I'm saying it fits, but they only know me in a broad sense.
I guess I'm saying it fits, but they only know me in a broad sense.
People seem to jump from "My address is listed as my parents' and I get their classification, so the system must be zip-code based" which seems like an enormous leap of logic to me vs. at least considering the alternative of there being at least some household-based component. Experian explicitly claims that household-level data is available - I'm not sure there's compelling evidence to doubt them on this.
If you have rich parents and want Delta to think you're American Royalty, set your address to theirs...
My personal experience: as an under-35 couple my wife and I were tagged with a code representing 90% under 35 in a neighborhood that is roughly 90% 45+ and mostly 50+. The code they tagged is a reasonable fit for the few people of our age in the area, but there are all of 2 or maybe 3 households nearby (including ours) that fit that mold. Either Experian did an epically poor job of stereotyping our neighborhood or zip code, or the results are much more fine-grained than that.
#470
Join Date: Dec 2010
Location: MSP
Programs: AA EXP, DL PM (FO soon), A3 Gold, TK Classic Plus, SPG Plat, HH Gold, Hyatt Diamond, National EE
Posts: 1,003
I can still remember the issues and the mistreatment from DL just after the EU passenger rights were activated. Over time and partially through directly involving AF+KLM, it has gotten better.
However, IMHO they'll use those profiles for implementing/supporting their customer valuation programs (such as MQD or a "score card" for dealing with IROPS) in which non-U.S. fliers are once more being displayed as the worst of the bottom feeders. From what I could see in the brief moment of having the data displayed, they only counted the U.S. spend (charged to an U.S. credit card) but did not include any spending on other cards. They take a foreign post code and match it as closely as possible to an U.S. postcode. In other words: why country code is displayed as DE and the state as NY. They assume me being located somewhere in upstate NY but it's a foreign post code ... income for me is stated as "8". Spend is a little over 14k, which pretty much reflects the a/i costs of all flights originating in the U.S. in 2012.
I am with mnredfox here, let's see whether we receive a different treatment from DL in the foreseeable future because when most of the data is missing we just appear like customers not worth pursuing anymore to the untrained customer representative eye. Do we really and honestly think that a big red warning window magically appears on the rep's screen saying: "ATTN: NON-U.S. CUSTOMER, IGNORE INCOMPLETE PROFILING DATA AND TREAT AS GOOD PAX"?
However, IMHO they'll use those profiles for implementing/supporting their customer valuation programs (such as MQD or a "score card" for dealing with IROPS) in which non-U.S. fliers are once more being displayed as the worst of the bottom feeders. From what I could see in the brief moment of having the data displayed, they only counted the U.S. spend (charged to an U.S. credit card) but did not include any spending on other cards. They take a foreign post code and match it as closely as possible to an U.S. postcode. In other words: why country code is displayed as DE and the state as NY. They assume me being located somewhere in upstate NY but it's a foreign post code ... income for me is stated as "8". Spend is a little over 14k, which pretty much reflects the a/i costs of all flights originating in the U.S. in 2012.
I am with mnredfox here, let's see whether we receive a different treatment from DL in the foreseeable future because when most of the data is missing we just appear like customers not worth pursuing anymore to the untrained customer representative eye. Do we really and honestly think that a big red warning window magically appears on the rep's screen saying: "ATTN: NON-U.S. CUSTOMER, IGNORE INCOMPLETE PROFILING DATA AND TREAT AS GOOD PAX"?
#471
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: 100,327
Maybe it worked for you, but for me much of my data is wrong or missing. My experian classification seems to reflect the zip code, as it even contradicts the information they do have on me, such as my birthdate.
#472
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: 100,327
Presumably the customer value score takes care of that last bit, and if it doesn't then they've decided they don't value you. Maybe mindset comes in to play. Is the "untrained customer representative" going to be looking directly at the profile, or at an output such as those?
#473
Join Date: Dec 2010
Location: MSP
Programs: AA EXP, DL PM (FO soon), A3 Gold, TK Classic Plus, SPG Plat, HH Gold, Hyatt Diamond, National EE
Posts: 1,003
My guess is that they may fall back to zip if they are missing something or something doesn't add up. Also, the birthdate might be pulling from a different source than the mosaic data - probably what you entered in DL.com. The mosaic data is pulled by your address, I suspect. Data that delta collects is not necessarily used as an input to get the mosaic code.
#474
Join Date: Oct 2004
Location: PDX
Posts: 2,284
This kind of data is extremely valuable, since it now becomes consumer-verified data which includes your e-mail address.
You can see what google thinks of you here: http://www.google.com/ads/preferences/view
#475
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
Well said but that seems mostly an US problem. Here in europe most ( if not all ) countries have much stricter privacy laws then the US. In Germany for example hell would freeze over when an airine would use my yearly total income figure ( when not submmitted by me of course ) for marketing purposes.
The much more interesting question if DL is selling your data to "interested" other parties as the most profit in these databases is made beselling customized data sets.
The much more interesting question if DL is selling your data to "interested" other parties as the most profit in these databases is made beselling customized data sets.
You can bet the Brandenburger Tor that DL is selling this data to other vendors, like hotels, car rental agencies, tour operators, etc, etc.
#476
Suspended
Join Date: Dec 2009
Location: HKG
Programs: DL FO, UA, AA, AsiaMiles, SPG, HHonors
Posts: 7,982
Well said but that seems mostly an US problem. Here in europe most ( if not all ) countries have much stricter privacy laws then the US. In Germany for example hell would freeze over when an airine would use my yearly total income figure ( when not submmitted by me of course ) for marketing purposes.
The much more interesting question if DL is selling your data to "interested" other parties as the most profit in these databases is made beselling customized data sets.
The much more interesting question if DL is selling your data to "interested" other parties as the most profit in these databases is made beselling customized data sets.
#477
Join Date: Nov 2007
Location: SJC (formerly CHI and STL)
Programs: AS, DL, AA, UA, WN
Posts: 1,012
I just wanted to give a quick thank you to all the people who have PMed me data (or listed it in this thread) for me to add to my earlier lists. Unfortunately, work has kept me away from the internet since Thursday night, and of course now the thread is too massive to undertake another update!
My personal take: I'm not surprised they're attempting to profile me, and I don't really care. I just found it interesting to see the spectrum of data available and try to solve the "puzzle" of how some of the less transparent outputs fit together. At the end of the day, as long as I'm satisfied with what I'm getting from DL, I don't much care what they think of me.
My personal take: I'm not surprised they're attempting to profile me, and I don't really care. I just found it interesting to see the spectrum of data available and try to solve the "puzzle" of how some of the less transparent outputs fit together. At the end of the day, as long as I'm satisfied with what I'm getting from DL, I don't much care what they think of me.
#478
Join Date: Dec 2008
Location: Mostly living in the basement
Programs: Newly minted free agent; MR LT(!)TE, HH SE, BA SECM, DL MM, UA PS, 2V Fanboi, CBP GE
Posts: 5,105
What Delta is doing is very, very, very, very common, and is how pretty much every modern web site operates. The server delivers the initial page to your web browser. However, when you click on many (but not all) links, your browser only requests a small bit of information from the server (in this case, the json file with all your demographic information), and only re-renders the portion of the page that needs updating. This is much faster and more responsive to the user.
You can see this on the main delta.com page. When you click "My Trips" and you get the spinning thing before your next trip renders, that's what's happening. Compare vs some other link where the entire page refreshes.
Technically, there's nothing "unsafe" happening here, no matter how freaked out people are in seeing their data. Privacy issues (including sharing this data with corporate partners) are another topic.
#479
Join Date: Sep 2006
Location: LAX
Programs: Fallen DL DM (PM) 2MM
Posts: 4,783
What you call "opaque" handling is "traditional" web design -- each time you click on a link, you wait a few seconds while your browser talks to a server, the server generates a new page from scratch, the page transfers over the internet, and your browser renders it. Not the fastest of operations.
What Delta is doing is very, very, very, very common, and is how pretty much every modern web site operates. The server delivers the initial page to your web browser. However, when you click on many (but not all) links, your browser only requests a small bit of information from the server (in this case, the json file with all your demographic information), and only re-renders the portion of the page that needs updating. This is much faster and more responsive to the user.
You can see this on the main delta.com page. When you click "My Trips" and you get the spinning thing before your next trip renders, that's what's happening. Compare vs some other link where the entire page refreshes.
Technically, there's nothing "unsafe" happening here, no matter how freaked out people are in seeing their data. Privacy issues (including sharing this data with corporate partners) are another topic.
What Delta is doing is very, very, very, very common, and is how pretty much every modern web site operates. The server delivers the initial page to your web browser. However, when you click on many (but not all) links, your browser only requests a small bit of information from the server (in this case, the json file with all your demographic information), and only re-renders the portion of the page that needs updating. This is much faster and more responsive to the user.
You can see this on the main delta.com page. When you click "My Trips" and you get the spinning thing before your next trip renders, that's what's happening. Compare vs some other link where the entire page refreshes.
Technically, there's nothing "unsafe" happening here, no matter how freaked out people are in seeing their data. Privacy issues (including sharing this data with corporate partners) are another topic.
DOB is a grey area -- since it is needed if you buy a ticket but there is no reason they couldn't pre-fill that field the same way they do name, credit card info and so on.
I am sure they are sending this info to a third party website.
#480
Join Date: Jun 2008
Location: BDU
Programs: DL:MM, Marriott:LTT
Posts: 8,779
We do not sell your name or other personally identifiable information to third parties, and do not intend to do so in the future. We routinely share your information with our SkyMiles Partners and Promotional Partners and our subsidiaries including Delta Connection Carriers.