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
Jun 13, 2013, 2:04 pm
#946
Join Date: Jun 2010
Location: Austin, TX
Programs: DL DM; DL AMEX Reserve; HHonors Gold
Posts: 1,984
I'm traveling and only up to page 50, but was still able to download my data.
Two points:
1) I'm astonished that DL hasn't removed our ability to see these data so easily (as they changed that last time we brought this up).
2) How in the world did the person who discovered this discover this URL?
Two points:
1) I'm astonished that DL hasn't removed our ability to see these data so easily (as they changed that last time we brought this up).
2) How in the world did the person who discovered this discover this URL?
Jun 13, 2013, 2:06 pm
#947
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: 100,417
Jun 13, 2013, 2:25 pm
#948
Join Date: Jan 2008
Location: KATL
Programs: DL DM/2MM
Posts: 2,034
There is a separate Mosaic classification used in the UK I believe, but it probably doesn't make sense for DL to pay for that since you're one of a very small % of SM members located outside of the US.
FWIW, my mosaic is G25: Urban Edge.
This would have fit better a couple of years ago, like when I signed up for my AMEX DL card, but I would say G24 seems a better fit now. My immediate neighborhood is probably a G25: Urban Edge though.
Jun 13, 2013, 2:31 pm
#949
Join Date: Oct 2007
Programs: Now just a lowly DL PM/1MM. This industry needs some competition. It's just not enjoyable anymore.
Posts: 3,543
Jun 13, 2013, 2:32 pm
#950
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: 100,417
Is Mosaic more sophisticated that assigning their categories such as G25 to zip codes?
I suspect that a lot of the income and home value information just comes from the zip code too, so it could well be especially inaccurate if you use your business mailing address on your account.
I suspect that a lot of the income and home value information just comes from the zip code too, so it could well be especially inaccurate if you use your business mailing address on your account.
Jun 13, 2013, 2:43 pm
#952
Join Date: Jan 2008
Location: KATL
Programs: DL DM/2MM
Posts: 2,034
Though I think the standard nowadays is not to look at a ZIP code as one monolitic lifestyle/demographic label, but a blend. So, if you try match a ZIP code to a PRIZM category (similar to Mosaic) then it will generally give you most predominant demographic categories in that area.
This may be as simple as DL choosing the top category for your ZIP code, or using some of the other info to select your category based on the top categories in your ZIP.
Jun 13, 2013, 2:43 pm
#953
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: 100,417
30 seconds ago -- OK how soon before DL IT is informed? Place your bets
GRALISTAIR, 226ra, AdamDunn32, aisleseatbob, alrvd83, atl runner, AU Fan, BamaGirl, bdschobel, BER Flyer, BigD420, BigFlyer, blackbeard, brocklee9000, carnutga, Chalky White, CPMaverick, ctbjr1309, cuyp, danielonn, davew-krdm, DavidAL, davisew, DCA202, DeltaFan4Now, DLCorpGuy, DLdweeb, dliesse, ediemac1, enconline, eturowski, EWR-6785, ezron, FirstInFlight, FlyDeltaJets87, FlyingUnderTheRadar, gb88, GH83, GreyGhost, gt6373c, hazelrah, HikerT, hnewman, jackal, JaneStarr, JBJ2435, jermzturner, Jethead, Jetlagged Traveler, jkatzen, jsbh, juuceman, k2, KLflyerRalph, knoa_knows, kreneskyp, ktremor, lamont2718, LBJ, lgifkins, LibFlyer, LoganFlyer, lorenzopiccio, MannyMiles, michiganjd, micstatic, mikeef, mother-, MS02113, MSPeconomist, mtkeller, naples_flyer, NHFL9, NYCsoundguy, PDXNRTLHR, peachy_, readywhenyouare, RealHJ, remyontheroad, Sabai, satz, SCChris, SfoDtwFlr, shadesofgrey1x, steveg2112, swim711crazy, tartetatin2, The Truth Commission, thirtyfour, tom77346, Tomphot, traveller99, trek87, txaggie94, ULDB65, umbrella007, UserMark
GRALISTAIR, 226ra, AdamDunn32, aisleseatbob, alrvd83, atl runner, AU Fan, BamaGirl, bdschobel, BER Flyer, BigD420, BigFlyer, blackbeard, brocklee9000, carnutga, Chalky White, CPMaverick, ctbjr1309, cuyp, danielonn, davew-krdm, DavidAL, davisew, DCA202, DeltaFan4Now, DLCorpGuy, DLdweeb, dliesse, ediemac1, enconline, eturowski, EWR-6785, ezron, FirstInFlight, FlyDeltaJets87, FlyingUnderTheRadar, gb88, GH83, GreyGhost, gt6373c, hazelrah, HikerT, hnewman, jackal, JaneStarr, JBJ2435, jermzturner, Jethead, Jetlagged Traveler, jkatzen, jsbh, juuceman, k2, KLflyerRalph, knoa_knows, kreneskyp, ktremor, lamont2718, LBJ, lgifkins, LibFlyer, LoganFlyer, lorenzopiccio, MannyMiles, michiganjd, micstatic, mikeef, mother-, MS02113, MSPeconomist, mtkeller, naples_flyer, NHFL9, NYCsoundguy, PDXNRTLHR, peachy_, readywhenyouare, RealHJ, remyontheroad, Sabai, satz, SCChris, SfoDtwFlr, shadesofgrey1x, steveg2112, swim711crazy, tartetatin2, The Truth Commission, thirtyfour, tom77346, Tomphot, traveller99, trek87, txaggie94, ULDB65, umbrella007, UserMark
Jun 13, 2013, 2:45 pm
#954
Join Date: Sep 2009
Location: HNL
Programs: DL PM/1MM, BW DE (lifetime), HH DE, Marriott PE (lifetime), National Emerald Executive
Posts: 7,205
There seem to be very few reports of v30 (customer value) here. Would others mind sharing their customer value, and just note briefly the last year ticket $pend, last year award travel booked and last year DL AmEx spend?
It would be very helpful to know the scale of that and how those three key elements correlate (e.g. does booking award travel drag down your value score? is DL amex spend factored in it, or no?).
For me it is 6. Some $10K+ in paid travel over the last year, but also a lot of award travel. Cancelled DL AmEx about a year ago, so nothing on that over the last 12 months.
For others in my household (where the Mosaic value is totally different, so it clearly is not just based on the address) it's 1, though status is PM and close to $100K DL AmEx spend, and not even that many (just one or two) award bookings. However, also relatively little paid travel, just some $2-$3K worth.
This leads me to believe that v30 / Customer Value may be based just on DL paid travel spend, but not take into account DL AmEx spend as a positive or award travel bookings as a negative.
Also another interesting note: with v30=6 I am treated like crap by Dullta CS and even for major travel disruptions and significant expenses incurred as a result not even offered any compensation or reimbursement. Yet with v30=1 others I know, for something really minor, get a huge boatload of SlyMiles. So, v30 / Customer Value score does not seem to be used by CS to determine compensation or no, and the value of it, for travel disruptions/broken seats/broken IFE and so on.
Any more data points here?
It would be very helpful to know the scale of that and how those three key elements correlate (e.g. does booking award travel drag down your value score? is DL amex spend factored in it, or no?).
For me it is 6. Some $10K+ in paid travel over the last year, but also a lot of award travel. Cancelled DL AmEx about a year ago, so nothing on that over the last 12 months.
For others in my household (where the Mosaic value is totally different, so it clearly is not just based on the address) it's 1, though status is PM and close to $100K DL AmEx spend, and not even that many (just one or two) award bookings. However, also relatively little paid travel, just some $2-$3K worth.
This leads me to believe that v30 / Customer Value may be based just on DL paid travel spend, but not take into account DL AmEx spend as a positive or award travel bookings as a negative.
Also another interesting note: with v30=6 I am treated like crap by Dullta CS and even for major travel disruptions and significant expenses incurred as a result not even offered any compensation or reimbursement. Yet with v30=1 others I know, for something really minor, get a huge boatload of SlyMiles. So, v30 / Customer Value score does not seem to be used by CS to determine compensation or no, and the value of it, for travel disruptions/broken seats/broken IFE and so on.
Any more data points here?
Jun 13, 2013, 2:48 pm
#955
FlyerTalk Evangelist
Join Date: May 2008
Location: CHA, MAN;
Programs: Delta DM 1 MM; Hz PC
Posts: 11,169
Is Mosaic more sophisticated that assigning their categories such as G25 to zip codes?
I suspect that a lot of the income and home value information just comes from the zip code too, so it could well be especially inaccurate if you use your business mailing address on your account.
I suspect that a lot of the income and home value information just comes from the zip code too, so it could well be especially inaccurate if you use your business mailing address on your account.
Jun 13, 2013, 2:50 pm
#956
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: 100,417
Customer Value should be more sophisticated than just money spent. Otherwise they need to fire the consultants!
Jun 13, 2013, 3:01 pm
#958
Join Date: Mar 2013
Location: PVU, SLC
Programs: DL Pork Medallion, PP, GE
Posts: 1,657
This completely intrigued me too and so I have been researching. It appears heavily based on zip codes - nothing else makes sense at this stage. We live in a modest apartment in the USA -because my wife and I own our home outright no mortgage in a nice area of Northwest England. They would not have that information and hence why my data makes zero sense. It makes more sense from where we live in the US of course.
Jun 13, 2013, 3:05 pm
#959
Join Date: Jan 2008
Location: KATL
Programs: DL DM/2MM
Posts: 2,034
Still think v26 is gender-based.
Could it be Salutation? Or Maybe 3 means not known (to DL).
My gender can be deduced by the Mr. salutation in my passenger profile or explicitly from the Gender in my Secure Data Profile.
Could it be Salutation? Or Maybe 3 means not known (to DL).
My gender can be deduced by the Mr. salutation in my passenger profile or explicitly from the Gender in my Secure Data Profile.
Last edited by 18sas; Jun 13, 2013 at 3:15 pm
Jun 13, 2013, 3:10 pm
#960
Join Date: Jan 2008
Location: SAN
Programs: Delta Silver; 0.75MM: AA; Alaska; Southwest
Posts: 1,155
This completely intrigued me too and so I have been researching. It appears heavily based on zip codes - nothing else makes sense at this stage. We live in a modest apartment in the USA -because my wife and I own our home outright no mortgage in a nice area of Northwest England. They would not have that information and hence why my data makes zero sense. It makes more sense from where we live in the US of course.
Not accurate at all so if they're marketing to me they're missing the mark...except maybe they consider San Diego "a college community" or perhaps my zip code having a University within its boundaries?
The home value is up-to-date as of today but bears no relationship to the purchase price. The income # is slightly higher but close.
Kudos to all you brainiacs that solved the codes and keys so fast...impressive work!