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Delta and new DL.com Profiles A Lot About You

Delta and new DL.com Profiles A Lot About You

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Old Nov 25, 13, 1:02 am   -   Wikipost
Please read: This is a community-maintained wiki post containing the most important information from this thread. You may edit the Wiki once you have been on FT for 90 days and have made 90 posts.
 
Last edit by: Schmoops
Wiki Link
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
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Old Jun 12, 13, 9:38 pm
  #751  
 
Join Date: Apr 2013
Location: Pittsburgh, PA
Posts: 33
My v25 is "IK", and I have a (personal) AMEX gold on dl.com, so it seems pretty clear that "IK" is AMEX. No doubt the following 2 letters are used for the various specialty cards....
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Old Jun 12, 13, 9:40 pm
  #752  
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Originally Posted by lamont2718 View Post
Could a few more people post their v22? I just need a couple more data points to complete the key. So far I have the following:

CHH
EPB
EPE
EPN
EPK
FEX
IBE
IBR
MKV
MNB
ZHP
TBT for me... I was B07 before.
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Old Jun 12, 13, 9:45 pm
  #753  
 
Join Date: Nov 2012
Location: ATL
Programs: Bonvoy Ambassador, Hyatt Globalist, Hilton Gold, AA EXP, UA Silver, former DL DM
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I have completed decoding v22. Here's how it works, using "v22":"VER" as an example.

Step 1: Use Key 1 to convert "V" to "D"
Step 2: Use Key 3 to convert "ER" to "16"
Step 3: Combine the two results above ("D" and "16") to form your Mosaic segment: D16
Step 4: Determine your Mosaic segment name using Experian's explanation document: http://www.experian.com/assets/marke...c-brochure.pdf (pages 6-7). D16 = "Settled in Suburbia".
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Old Jun 12, 13, 9:49 pm
  #754  
 
Join Date: Apr 2009
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Originally Posted by lamont2718 View Post
Could a few more people post their v22? I just need a couple more data points to complete the key. So far I have the following:

CHH
EPB
EPE
EPN
EPK
FEX
IBE
IBR
MKV
MNB
ZHP
My v22 = TBV
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Old Jun 12, 13, 9:51 pm
  #755  
 
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I have also figured out "NORZ" and "NORL" for v25. Using key 1, these become "SHRG" and "SHRP", respectively. These in turn represent Starwood Hotels & Resorts Gold and Starwood Hotels & Resorts Platinum, respectively. Presumably this will only appear for people who have set up SPG Crossover Rewards.
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Old Jun 12, 13, 9:51 pm
  #756  
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Originally Posted by lamont2718 View Post
I have completed decoding v22. Here's how it works, using "v22":"VER" as an example.

Step 1: Use Key 1 to convert "V" to "D"
Step 2: Use Key 3 to convert "ER" to "16"
Step 3: Combine the two results above ("D" and "16") to form your Mosaic segment: D16
Step 4: Determine your Mosaic segment name using Experian's explanation document: http://www.experian.com/assets/marke...c-brochure.pdf (pages 6-7). D16 = "Settled in Suburbia".
Excellent! Maps perfectly for two others I tried.

Here's a page where you can read a nice long PDF describing your segment in detail.

http://classic.demographicsnow.com/A...FMosaicUSA.htm
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Old Jun 12, 13, 9:52 pm
  #757  
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Originally Posted by lamont2718 View Post
I have completed decoding v22. Here's how it works, using "v22":"VER" as an example.

Step 1: Use Key 1 to convert "V" to "D"
Step 2: Use Key 3 to convert "ER" to "16"
Step 3: Combine the two results above ("D" and "16") to form your Mosaic segment: D16
Step 4: Determine your Mosaic segment name using Experian's explanation document: http://www.experian.com/assets/marke...c-brochure.pdf (pages 6-7). D16 = "Settled in Suburbia".
Just did this. So I am MNB - or K40 which is Bohemian Groove or significant single. I sort of can see this - last two years wife spent significant 15 months in UK looking after her dying mother. I spent a considerable amount of that time travelling to Europe, travelling in and out of weird airports and some not so weird almost living a single lifestyle. My restaurants visited/spend would also support that. So it can be argued fairly accurate. Not sure the wife would be happy with this description.

Then I read this http://classic.demographicsnow.com/T...n%20Groove.PDF
and it is an absolute total freakin mile off - oh well

Last edited by GRALISTAIR; Jun 12, 13 at 9:58 pm
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Old Jun 12, 13, 9:53 pm
  #758  
 
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Originally Posted by lamont2718 View Post
I have also figured out "NORZ" and "NORL" for v25. Using key 1, these become "SHRG" and "SHRP", respectively. These in turn represent Starwood Hotels & Resorts Gold and Starwood Hotels & Resorts Platinum, respectively. Presumably this will only appear for people who have set up SPG Crossover Rewards.
For stored payments, have you seen a preponderance for AMEX cards? Just curious, because it seems like everyone reports an IK card. Mine, however, is blank, but my stored payment method is a Visa card.
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Old Jun 12, 13, 9:53 pm
  #759  
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Originally Posted by StayingHomeIsBetter View Post
So, how does DL get information on what I search for on Google?
If you follow the link, the "Referer" field is the URL of the page you were on, which includes the search terms.
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Old Jun 12, 13, 9:53 pm
  #760  
 
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Originally Posted by lamont2718 View Post
I have completed decoding v22. Here's how it works, using "v22":"VER" as an example.

Step 1: Use Key 1 to convert "V" to "D"
Step 2: Use Key 3 to convert "ER" to "16"
Step 3: Combine the two results above ("D" and "16") to form your Mosaic segment: D16
Step 4: Determine your Mosaic segment name using Experian's explanation document: http://www.experian.com/assets/marke...c-brochure.pdf (pages 6-7). D16 = "Settled in Suburbia".
My VET = D17 Not sure I agree with their assessment of me, but it is somewhat accurate... I live in Suburbia.....
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Old Jun 12, 13, 9:54 pm
  #761  
 
Join Date: Jan 2010
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Originally Posted by lamont2718 View Post
I have completed decoding v22. Here's how it works, using "v22":"VER" as an example.

Step 1: Use Key 1 to convert "V" to "D"
Step 2: Use Key 3 to convert "ER" to "16"
Step 3: Combine the two results above ("D" and "16") to form your Mosaic segment: D16
Step 4: Determine your Mosaic segment name using Experian's explanation document: http://www.experian.com/assets/marke...c-brochure.pdf (pages 6-7). D16 = "Settled in Suburbia".
Interesting...and very off. I am apparently a thriving boomer, while my spouse is young and solo. Neither of which is really accurate. Big Brother has some work to do...
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Old Jun 12, 13, 10:02 pm
  #762  
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Originally Posted by lamont2718 View Post
Could a few more people post their v22? I just need a couple more data points to complete the key. So far I have the following:

CHH
EPB
EPE
EPN
EPK
FEX
IBE
IBR
MKV
MNB
ZHP

EDITED: Decoding complete! See http://www.flyertalk.com/forum/delta...l#post20913445 for explanation.
MKT
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Old Jun 12, 13, 10:03 pm
  #763  
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Originally Posted by lamont2718 View Post
I have also figured out "NORZ" and "NORL" for v25. Using key 1, these become "SHRG" and "SHRP", respectively. These in turn represent Starwood Hotels & Resorts Gold and Starwood Hotels & Resorts Platinum, respectively. Presumably this will only appear for people who have set up SPG Crossover Rewards.
Also makes total sense. I have SPG crossover setup. I am NORT, so Starwood Ordinary Member
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Old Jun 12, 13, 10:04 pm
  #764  
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NRX = S69 . . . .

Mostly true . . . . but, "GAMING"?????



Fun stuff! Thanx, LaMont!
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Old Jun 12, 13, 10:04 pm
  #765  
 
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Originally Posted by lamont2718 View Post
I have completed decoding v22. Here's how it works, using "v22":"VER" as an example.
Great job! They put me at G25, which fits in many ways, though A05 probably fits me best of all the codes. They share a lot of qualitative similarities, just separated by expected age, income, and relationship status. Not surprising DL put me at G25 instead of A05 given that their v15 idea of my income is probably what I reported on my first credit card application 16 years ago -- and in those intervening 16 years I have also become older and less single!
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