Via this FlyerTalk thread, it looks like there’s a way to see what customer segmentation/targeting information Delta has about you based on your SkyMiles account.

Simply log into your Delta SkyMiles account and then paste the following URL into the same browser:

https://www.delta.com/databroker/bcdata.action

From there you can copy the text into a Word document to make it easier to read if you’d like.

While I’m not sure what each of the data fields means, there’s quite a bit of speculation in the FlyerTalk thread.

This seems to suggest that Delta estimates your income, home value, etc., based on your SkyMiles account. While I think we all assume airlines do quite a bit of behavioral targeting, I didn’t realize they had this much data on customers.

Posted on January 25th, 2013 by lucky
Filed under: Delta | 19 Comments »

  1. January 25th, 2013 at 3:51 am

    Nycflyer75 said,

    I so happen to be sitting on a early morning Delta flight to ATL and now I want this plane to take off so I can grab my laptop out and look this info up! Curious what kind of info they have on me as a Diamond medallion. Hmmm

  2. January 25th, 2013 at 5:49 am

    Mike in SC said,

    This is basic info including what types of Delta credit cards you own, etc. It allows them to customizes your website experience to show you pertinent information. No mystery info here.

  3. January 25th, 2013 at 6:25 am

    thomas said,

    Delta thinks I’m rich

  4. January 25th, 2013 at 6:54 am

    peachfront said,

    I kinda agree with Mike. I have held Delta Skymiles cards twice, including right now, so why wouldn’t they be interested in estimating the value of my home, financial resources, etc? I imagine if nothing else they have occasionally pulled my credit report. In any event, I have made no secret of who I am and the fact that I am a bit of a bargain seeker/mileage runner…with 10 years of my personal online diary out there, it would be hard to pass myself off as an undercover agent. :-)

  5. January 25th, 2013 at 6:59 am

    lucky said,

    @ peachfront — Yes and no. Delta doesn’t have the right to pull your credit score, for one, so while I understand why they would *want* access to all this info, I’m kind of surprised by just how much info they have access to.

  6. January 25th, 2013 at 7:23 am

    chris said,

    Data is from AMEX/Experion for the most part

  7. January 25th, 2013 at 7:28 am

    lucky said,

    @ chris — Right, I figured as much, though I’m kind of surprised AmEx is allowed to share so much information with Delta.

  8. January 25th, 2013 at 9:03 am

    LC said,

    Wow, most of my info is correct. My Mosaic is C13 (Silver Sophisticate)..I’m only 45 but a empty nester (son 24)but most of the descrip is correct. My Custvalseg is 2 and my mindset is FL. Anyone knows what this mean?

  9. January 25th, 2013 at 9:05 am

    LC said,

    Oh, the Mosiac descriptions are found here..
    http://www.experian.com/assets/marketing-services/brochures/mosaic-brochure.pdf

  10. January 25th, 2013 at 11:10 am

    peachfront said,

    Went over my report. It’s pretty entertaining. It’s almost as if Amex/Experian just makes “stuff” up. Even stuff that shouldn’t be all that hard to get right.

    To LC, it appears to be somewhat speculative but mindset is apparently what it takes to keep you happy. FL apparently means “not much.” I have the same comment. I guess that’s what I get for not being a complainer and not hitting them up for compensation for every little thing, like a real flyertalker. There are other labels, which appears to be things like SS, which apparently gets the complainer things like 20K Skymiles for not having a working audio entertainment system or free hotel rooms even if it’s a weather delay. Another mystery solved…The next time I have a problem, I will have to remember not to smile. :-)

  11. January 25th, 2013 at 11:11 am

    peachfront said,

    SS= Special service. Sorry, should have put that in the previous post.

  12. January 25th, 2013 at 1:08 pm

    John said,

    Now we know why Delta shut down Award Wallet access

  13. January 25th, 2013 at 1:50 pm

    Divyesh said,

    Most of my fields are empty…

  14. January 25th, 2013 at 1:50 pm

    Paul Skrbec said,

    Hi there. I’m a spokesperson from 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.

  15. January 25th, 2013 at 8:05 pm

    Rich ( arizona) said,

    If you think that info is too much don’t do any research on the information google and facebook has on you. Even when you are not logged into an account info on you is being obtained often via cookies and other means.

  16. January 25th, 2013 at 9:48 pm

    Ron said,

    I don’t have a Delta-branded credit card, and the page shows very little info about me — not even my age, which they collect for TSA each time I fly.

  17. January 26th, 2013 at 11:12 am

    JJ said,

    While this peals back the curtain somewhat on what DL info collects on you, it should come as no surprise that this information is available to every large company you deal with on a regular basis. Assume they have this information or more. Perhaps instead of worrying about our credit score (which is available for review), we should be worrying about the information aggregators like Experian, who are not required to divulge your “Mosaic” rank or any other analysis they have done on you.

    BTW, the info about me was mostly correct. Could one also make the assumption that they get information from AMEX on your income or discretionary spending levels?

  18. January 29th, 2013 at 8:48 am

    Peter said,

    I tried to follow the instructions and the file won’t open for me. It’s a .action file and when I try to open with word it’s a blank file. What am I doing wrong?

  19. January 29th, 2013 at 8:52 am

    lucky said,

    @ Peter — Not surprisingly they stopped displaying this information. Sorry!

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