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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 Oct 29, 14, 6:27 am
  #1246  
 
Join Date: Jun 2008
Location: TXL, ATL
Programs: DL PM, GE
Posts: 371
just stumbled upon this exciting thread, V39 and V40 are my Country and language settings for the DL website, V39 is EN, english is my preferred language and V40 is the country which is DE on my file.
gplates is offline  
Old May 20, 15, 9:40 pm
  #1247  
 
Join Date: Nov 2006
Location: SLC & NYC
Programs: Diamond Medallion, Hyatt Globalist
Posts: 662
Originally Posted by BallardFlyer View Post
I noticed the new DL.com site loads this URL https://www.delta.com/databroker/bcdata.action which returns some data about you as a user when you're logged in.

The data is really interesting - they are pushing a LOT of personal data through in a very transparent/un-obfuscated format.

My semi-sanitized data in a web format called json is below - emphasis added in bold by me
{
"actvtyPref":"",
"bcInd":"Y",
"birthDt":"MyBirthDateWasHere",
"chldAgeRange":"",
"cobrandCardCd":"AX,AXCP",
"ctryCd":"US",
"custID":"MySkyMilesNumberWasHere",
"custValSeg":"1", - wonder about this value - is 1 high or low?
"dgtlLangPref":"en",
"discSpndngAmt":"#####",
"drvdGndr":"M",
"drvdHmArptCd":"SEA",
"hmArptPref":"SEA",
"homeValueAmt":"######",
"htlBrndPref":"",
"incomeAmt":"###",
"isLoggedIn":"Y",
"isPwmElig":"Y", - any ideas??
"isSmCust":"Y",
"mindsetSeg":"FL", - wonder about this one
"mosaicCd":"F22", - wonder about this too
"poCd":"#####-####",
"prefDestCity":"",
"prefDestCtry":"",
"savedSrchDest":"",
"skyClubFtrCntrctInd":"N",
"skyClubMMSts":"", - million miller status
"skyClubMbr":"N",
"skyClubRnwlDt":"",
"skyPrtyInd":"Y",
"smAmexCntrnInd":"N", - ??? any ideas?
"smAmexInd":"Y",
"smBalance":"#######",
"smMqmBal":"#####",
"smMqsBal":"#",
"smNbr":"############",
"smSunTrstInd":"N", - interesting that this is a new focus
"smTierLvl":"PM",
"stProvCd":"WA"}

Thoughts:
I'm sure that the purpose of putting this on the new site was to allow it to target ads/promos on the site to you using the features of the Adobe Day CMS that they switched to recently. That's all fine and good. It looks like they have just about every facet of their customer touch points described in their user profile except for "gateLice:true" or "boardsOutOfZone:true"

The ones that I'm really curious about are:
  • "custValSeg":"1" - I'm curious to know what you real high spending folks have here - hopefully not double digits so I don't feel too bad. I'm a PM and I spent a bit under 10K on Delta last year though more than 2x that across all airlines.
  • "mindsetSeg":"FL" - I wonder what FL means? At least it doesn't say FO! What do you all have?
  • "mosaicCd":"F22" - also interesting - would like to know what you all have
  • "incomeAmt":"$$$", - this was a surprisingly accurate 3 digit number representing my year income (when multiplied by $1000). Must come from AX?
  • "homeValueAmt":"$$$$$$", - my current house value estimate from zillow.com - mostly I think home value is an interesting metric for profiling airline ticket buyers - it seems less important especially when you know their income already. maybe if I had 7 digits they would hit me with Delta Private Jets harder
  • "discSpndngAmt":"$$$$$", - this is interesting - I'm not sure what they are basing this discretionary spending off of, but it was an interesting number to say the least.
So all this profiling is the new normal, but what is interesting to me are what these special codes mean for customer value, mindset, and mosaic, etc.

It makes me think of the AA "3 Eagle" customer rating stuff but a lot more fine grained.

Anyone have #'s they want to share or additional detailed insight?

Also, I should add you can get this data with Firebug for Firefox, Chrome, Safari or IE9 by loading the mileage activity page and inspecting the network traffic from your browser.
any updates on this? I checked it recently and the data was quite different than before.
sdadept is offline  
Old Jun 1, 15, 11:17 pm
  #1248  
Original Poster
 
Join Date: Jan 2011
Location: FL35
Programs: AA EXP, DL PM, AS MVPG 75K, UA PM, MR Plat, Hyatt Globalist, HH Gold, Avis PC, Hertz PC, Natl EE
Posts: 360
Originally Posted by sdadept View Post
any updates on this? I checked it recently and the data was quite different than before.
Yes, not long after I found this originally DL anonymized the data as noted in the wiki and reduced the number of visible fields.

I hadn't looked at this thread in quite a while, but I notice there is a now a v38 which is a 6 digit code which I imagine corresponds to some type of customer/value segment in their CRM so they no longer have to display all that on the front end in easily readable data. It appears to be tied into their Omniture analytics for doing multivariate UI testing as well.
BallardFlyer is offline  
Old Sep 18, 15, 10:03 am
  #1249  
 
Join Date: Jan 2010
Location: Twin Cities
Programs: Delta DM MM, IHG Plat, Hilton DM, Marriott SE, Emerald EE, Oakdale Gun Club, NRA & GOA Life Member
Posts: 3,870
Originally Posted by BallardFlyer View Post
Yes, not long after I found this originally DL anonymized the data as noted in the wiki and reduced the number of visible fields.

I hadn't looked at this thread in quite a while, but I notice there is a now a v38 which is a 6 digit code which I imagine corresponds to some type of customer/value segment in their CRM so they no longer have to display all that on the front end in easily readable data. It appears to be tied into their Omniture analytics for doing multivariate UI testing as well.
I have 4 separate 6 digit codes for V38. Anyone know exactly what they are?
yohanson is offline  
Old Sep 18, 15, 1:28 pm
  #1250  
 
Join Date: Jun 2014
Location: CA
Programs: DL DM, AA Gold
Posts: 220
Originally Posted by yohanson View Post
I have 4 separate 6 digit codes for V38. Anyone know exactly what they are?
Six in mine. I'd be interested to know this as well as it seems to be a lot of info comparatively. They actually look like PNR's but all of mine are so similar they don't match any real life ones that I can remember.
burbanite is offline  
Old Sep 18, 15, 2:57 pm
  #1251  
 
Join Date: Mar 2004
Location: San Francisco, CA
Programs: DL PM/MM, Hilton, Marriot, and Melia Silver, SPG+, Hertz PC
Posts: 7,856
In my three v38 codes the first three characters are always the same. The fourth is the same for two of them, and the last two the same for another two of them.
I have three itineraries booked currently and I recently visited three different skyclubs while on DL issued tickets.
thesaints is offline  
Old Sep 18, 15, 6:14 pm
  #1252  
 
Join Date: Jan 2010
Location: Twin Cities
Programs: Delta DM MM, IHG Plat, Hilton DM, Marriott SE, Emerald EE, Oakdale Gun Club, NRA & GOA Life Member
Posts: 3,870
Originally Posted by burbanite View Post
Six in mine. I'd be interested to know this as well as it seems to be a lot of info comparatively. They actually look like PNR's but all of mine are so similar they don't match any real life ones that I can remember.
When I looked I had 5 upcoming segments. I'm on one now so I only have 4 booked segments on 2 PNRs. All of mine start with 0EL...that's a zero. None of mine are the same.
yohanson is offline  
Old Sep 19, 15, 3:29 am
  #1253  
 
Join Date: Mar 2004
Location: San Francisco, CA
Programs: DL PM/MM, Hilton, Marriot, and Melia Silver, SPG+, Hertz PC
Posts: 7,856
"0EL" on all of mine too.
thesaints is offline  
Old Oct 6, 15, 2:55 pm
  #1254  
 
Join Date: Jan 2005
Location: Washington, DC
Programs: DL DM/MM, and major hotels
Posts: 494
Checked V38 a few days ago, had three records. Now I have four. Interestingly, my other half had five (all different than mine) but now also acquired a sixth record with the same set of characters. No idea what this could be - nothing substantively changed in the past few days.
mondo is offline  
Old Oct 6, 15, 3:40 pm
  #1255  
pvn
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Join Date: Nov 2010
Location: MEM
Programs: Starbucks Green Card
Posts: 5,431
I have ten upcoming segments on two separate PNRs, five entries in v38.

0EP,0EL,0EO,0EL,0EL
pvn is offline  
Old Oct 6, 15, 8:04 pm
  #1256  
 
Join Date: Jan 2008
Location: NYC, MSY
Programs: DL DM, 1.1MM, NEXUS, SC Lifetime, Admirals Club Lifetime, LVC everywhere
Posts: 4,492
I have 13 PNR's with 57 segments booked and 5 unique codes 0EPnxx,0EOnxx,0ELnxx,0ELnxx,0ELnxx where n = a numeric value and X represents an alpha value.
SuperG1955 is offline  
Old Mar 16, 16, 10:29 am
  #1257  
 
Join Date: Jun 2014
Location: CA
Programs: DL DM, AA Gold
Posts: 220
Just checked mine again, much less info than when I last checked in September of last year, they even have my home airport incorrect now.
burbanite is offline  

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