Look Up The Creepy Data Mining Profile that Delta Keeps On You

Loyalty Lobby highlights that Delta — like many major companies — engages with a data firm to assist them in analyzing their customers, assigning value to those customers, and targeting them for offers.

But unlike some companies, Delta isn’t very good with IT (witness: their broken award calendar, broken online award pricing engine). And so they have their consumer profile data online for you to see.

Since this is getting a bit of buzz at the moment, they’re likely to prioritize pulling down this information, so if you’re curious what Delta’s analytics folks know about you, you may want to have a look sooner rather than later.

  1. Log into your Skymiles account.
  2. Navigate to https://www.delta.com/databroker/bcdata.action in the same browser

You’ll get a bunch of data in a long string, copy and paste it into a text or word processing program for easier reading.

Here’s what Delta thinks they know about me, from Experian’s Mosaic targeting (pdf):

“birthDt”:”[They have my correct birthdate]
“chldAgeRange”:”” [I don’t have kids, and they do not think I do]
“cobrandCardCd”:”STRW,AX,AX”, [interesting they know I don’t have a Delta American Express but do know that I have Amex cards – but I have more than they think I do, hah!
“custValSeg”:”1″ [well I guess that is better than zero!]
“discSpndngAmt”:”0″ [that’s about right!]
“drvdGndr”:”M” [yep!]
“drvdHmArptCd”:”DCA” [also correct – I am DCA-based]
“homeValueAmt”:”647000″ [incorrect]
“htlBrndPref”:” [they could just read my blog?]
“isPwmElig”:”N” [I guess I am not eligible for PWN! Possible “Pay With Miles”]
“isSmCust”:”Y” [I am a Skymiles customer]
“mindsetSeg”:”MM” [I have an “MM” mindset!]
“mosaicCd”:”G25″ [I discuss this customer segment below]
“poCd”: [They know my zip code]


I’m not a Delta Skyclub member:


And more:

“smAmexCntrnInd”:”N” [I don’t have an Amex Centurion – relevant because Delta gives those cardholders status in the Skymiles program]
“smBalance”:”24602″ [wow, they even get my Skymiles balance wrong!]
“smMqmBal”:”10146″ [and they get my elite qualifying miles wrong!]
“smNbr”:” [they at least get my Skymiles account number right!]
“smSunTrstInd”:”Y” [I have a Suntrust account]
“smTierLvl”:”FF” [No elite status with them, natch]
“stProvCd”:”VA” [Yes, I live in Virginia]

Apparently church missions use this sort of data, too (.pdf)

Here’s the customer segment they think I fit into:

[L]iberal, eclectic, singles.. risk takers who are comfortable with insecure surroundings, and may travel off the beaten path for an extended period of time. …live in the present moment and are not particularly anxious about tomorrow. Although traditional moral norms are uncomfortable, they are notable for their commitments to peace, equality, human rights, the environment, and free speech. Most are college educated, with well paying jobs in business, education, creative arts, and healthcare.

Well I am not single, I tend to be risk averse, and while I do have a singificant commitment to peace and human rights I don’t think anyone would expect to find me involved in the creative arts — and oddly enough they don’t even get my geography right, I live in the suburbs rather than the city.

What’s your customer segment? Have they got you figured out?

About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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  1. E20 here. Evidently I am a 33 year old Thriving Boomer, No Place Like Home.

    Ummm, right. I have lived in my house for less than 5 years, had 4 or 5 different addresses in about 6 years in 2 different cities. But, yeah, No place like home 🙂

  2. This was interesting – and I just spent at least an hour trying to figure it out.
    I still haven’t cracked the mindset segment (Mine was FL). Anyone else have better luck (looks like still speculating at FT, too)
    The Moasic code was within reason, but seems to be based largely on my zip code and age.
    The income was off, but is exactly the median reported for the Mosaic code that they had for me (K37).

  3. I have a moasic of A2 ( not quite American Royalty, but always royal shafted by Delta) and a value score of 19

  4. @henry h

    I’m guessing “Parent of child (age) to (age)”
    mine said POC7T9,POC10T12,POC13T18

  5. I’m a spokesperson for Delta.

    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.

  6. Paul- I think the problem is that the data you’re using to target a personalized experience is often way off. So what you think you’re targeting isn’t really the market that sees it.

    For instance, my wife is Silver and has 173000 Skymiles. But her record is virtually blank.

  7. I am just disappointed that I was late to the party and missed my chance to see what Experian Mosiac profile I was assigned. Sounds like it would have been good for a laugh!

  8. amazing that anecdotally, according to the responses in this comments section, that experian have it so wrong yet that delta is probably paying good money for this data.
    this really looks like a bunch of snake oil to me. those names on that list are laughable. but i guess experian sends some good salespeople to delta and delta’s execs just gobble this stuff up instead on spending money where it counts; i.e. the customers. it never ceases to amaze me that large corporations spend so much money on so many things that are really not related to their core business. in delta’s case, that would be flying people from point A to point B. maybe if they actually paid attention to their customers rather than trying to peg them to some ridiculous marketing group name, they could actually develop a good reputation and people would want to fly with them. “Generational Soup?” “Birkenstocks and Beemers?” seriously? this is so pathetic.

  9. @johnnied, if I’m understanding your comment correctly, I’d say that Gary’s blog has the most diverse content and is among the the least amount of CC referrals and articles that are strictly about credit cards. Why the “lol”?

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