Delta knows more about you based on your SkyMiles account than you think

By: Ben Schlappig

Published: January 24, 2013

19 comments

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.

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lucky OMAAT

January 29, 2013, 8:52 am

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

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Peter Guest

January 29, 2013, 8:48 am

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?

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JJ Guest

January 26, 2013, 11:12 am

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?

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Ron Guest

January 25, 2013, 9:48 pm

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.

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Rich ( arizona) Gold

January 25, 2013, 8:05 pm

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.

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