OfficeMax Blunder Exposes Pitfalls For 'Big Data' Purveyors

By Allison Grande (February 11, 2014, 10:00 PM EST) -- OfficeMax Inc. recently came under fire for sending a customer a coupon offer referencing his deceased daughter, an embarrassing mishap attorneys worry other companies risk repeating as they try to keep track of the flow of large sets of personal data.

The office supplies retailer drew scrutiny after it came to light that it had sent an Illinois household a letter on Jan. 16 that was addressed to "Mike Seay, Daughter Killed In Car Crash, Or Current Business." Seay, whose 17-year-old daughter Ashley was killed in a car crash in April, told local news outlets that he had never mentioned his...

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