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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
Print Wikipost

Delta and new DL.com Profiles A Lot About You

Old Jan 26, 2013, 2:25 pm
  #481  
 
Join Date: Jan 2010
Programs: AA Plat 2MM/UA G MM/DL MM DM 2015/BA Silver/Hyatt Diamond
Posts: 3,103
Originally Posted by CJKatl
No they don't.

It's doubtful that DL would publish this policy and then do something else.
Promotional Partners is a very ambiguous term.
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Old Jan 26, 2013, 2:49 pm
  #482  
 
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Location: BDU
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Originally Posted by Bicostal
Promotional Partners is a very ambiguous term.
Granted.
CJKatl is offline  
Old Jan 26, 2013, 3:20 pm
  #483  
 
Join Date: Sep 2001
Location: CLT
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SkyMiles Partners and Promotional Partners
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Old Jan 27, 2013, 4:44 am
  #484  
 
Join Date: Sep 2008
Location: SNA
Programs: Delta PM, Marriott Gold, IHG Platinum
Posts: 44
Entertaining

Love this post.
Delta had me at a J35 - Rural Escape (Older Middle Class Couples and Singles) before they pulled the data.

Which perfectly describes a 30 year old single guy who travels 50-75k a year mostly for work.

I think the precept that it was zip code based was true. J35 describes my former addess of 24 years @ 44643 perfectly.

Last edited by cytog64; Jan 27, 2013 at 5:29 am
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Old Jan 27, 2013, 5:58 am
  #485  
 
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Originally Posted by CJKatl
No they don't.

It's doubtful that DL would publish this policy and then do something else.
exactly what I suggested... They share the data with hotels, car rentals, etc. Of course they limit it to their partners.

But I guess I could have included the words "promotional partners" rather than listing illustrative categories.
Deltahater is offline  
Old Jan 27, 2013, 8:54 am
  #486  
 
Join Date: Aug 2010
Location: LAS, MPL
Programs: DL Platinum, 1 MM
Posts: 1,318
Originally Posted by Deltahater
exactly what I suggested... They share the data with hotels, car rentals, etc. Of course they limit it to their partners.

But I guess I could have included the words "promotional partners" rather than listing illustrative categories.
"promotional partners" = "the people we share your data with"

Looks like a fairly convenient way of legal CYA.
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Old Jan 27, 2013, 10:10 am
  #487  
 
Join Date: Jan 2010
Programs: AA Plat 2MM/UA G MM/DL MM DM 2015/BA Silver/Hyatt Diamond
Posts: 3,103
Originally Posted by drminn
"promotional partners" = "the people we share your data with"

Looks like a fairly convenient way of legal CYA.
Absolutely. Delta can and does share your information routinely unless you opt out in your profile and even then, it is not necessarily foolproof.

Considering they get some of it from Experian doesn't change their responsibility to follow privacy laws.

I'm going to send DL a letter to ask to see mine. According to some state laws they have to do it. Will let you know what happens.

Maybe others may want to do this as well. That cat is out of the bag so there's no plausible deniability.
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Old Jan 27, 2013, 10:58 am
  #488  
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Is this data still available?

It could be that this non-geek hasn't understood the instructions for how to access it.
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Old Jan 27, 2013, 11:17 am
  #489  
 
Join Date: Nov 2009
Programs: DL PM 1MM
Posts: 3,437
Originally Posted by StayingHomeIsBetter
Is this data still available?

It could be that this non-geek hasn't understood the instructions for how to access it.
Nope.

Originally Posted by DLCorpGuy
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.
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Old Jan 27, 2013, 11:23 am
  #490  
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Originally Posted by mnbp
Nope.
Thanks, I was too lazy to read all 500 posts... while I was trying to catch up on the Sky Miles update thread.

"While the data displayed was only available to the specific user, we sincerely regret that this code displayed ...."

Yeah, I am confident that they sincerely regret this.

They want to amass great amounts of potentially unreliable data about us, but regret our knowing about it.
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Old Jan 27, 2013, 1:37 pm
  #491  
 
Join Date: Jun 2008
Location: BDU
Programs: DL:MM, Marriott:LTT
Posts: 8,779
Originally Posted by Bicostal
...According to some state laws they have to do it....
Exactly which laws? And what about the contract with DL in which you acknowledged it was okay to share your information with its marketing partners?
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Old Jan 27, 2013, 4:45 pm
  #492  
 
Join Date: Jan 2010
Programs: AA Plat 2MM/UA G MM/DL MM DM 2015/BA Silver/Hyatt Diamond
Posts: 3,103
Originally Posted by CJKatl
Exactly which laws? And what about the contract with DL in which you acknowledged it was okay to share your information with its marketing partners?
In the State of california, anyone who retains financial or other information about you (including credit information) is required by law to provide you with the categories of content of the information they retain plus the privacy policy used to protect it. I think the list of info previously posted is likely one that would need to be disclosed on request and I'm surprised it isn't listed on the privacy disclosure.

The applicable California code section: BUSINESS AND PROFESSIONS CODE
SECTION 22575-22579

The code section speaks to the access by the customer to his information but does not require (but allows) its disclosure. There is also the opt-out clause and the third party clause (list of who and what info they provide to others about you). I think DL is on interesting ground here as to what exactly they need to tell me about me - at least based on California law. In consideration of the recent oops moment, I wonder how they are going to respond to my request.
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Old Jan 27, 2013, 5:37 pm
  #493  
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Originally Posted by Bicostal
In the State of california, anyone who retains financial or other information about you (including credit information) is required by law to provide you with the categories of content of the information they retain plus the privacy policy used to protect it. I think the list of info previously posted is likely one that would need to be disclosed on request and I'm surprised it isn't listed on the privacy disclosure.

The applicable California code section: BUSINESS AND PROFESSIONS CODE
SECTION 22575-22579

The code section speaks to the access by the customer to his information but does not require (but allows) its disclosure. There is also the opt-out clause and the third party clause (list of who and what info they provide to others about you). I think DL is on interesting ground here as to what exactly they need to tell me about me - at least based on California law. In consideration of the recent oops moment, I wonder how they are going to respond to my request.
Categories of content... not the content itself.
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Old Jan 27, 2013, 6:02 pm
  #494  
 
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*deleted*

Last edited by 18sas; Jan 27, 2013 at 6:14 pm Reason: late to the party
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Old Jan 27, 2013, 9:15 pm
  #495  
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Originally Posted by StayingHomeIsBetter
Thanks, I was too lazy to read all 500 posts... while I was trying to catch up on the Sky Miles update thread.

"While the data displayed was only available to the specific user, we sincerely regret that this code displayed ...."

Yeah, I am confident that they sincerely regret this.

They want to amass great amounts of potentially unreliable data about us, but regret our knowing about it.
This has scared away a PM I know from DL.dumb
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