Office Supply Mailing Increases Broker Scrutiny; Will We See Anticipatory Shipping?
BIG DATA—U.S.January 21, 2014
Marketing Daily reports on news that OfficeMax mistakenly sent a family mail with “Daughter Killed In Car Crash, or Current Business” in the address. University of Washington Assistant Prof. Ryan Calo said this “exemplifies very efficiently all the troubling things about data-driven marketing … It’s inscrutable. Why does an office supply store have information about someone’s dead kid? And in such granularity—not just that the child is dead but even her gender and precisely how she died? It just goes to show how promiscuous this ecosystem is.” In an unrelated story, TechCrunch reports on a patent filed by Amazon designed to minimize package delivery times by predicting what users will buy and shipping such items toward a user’s given location.