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When Matt Olsen received an email one September from a clothing brand that was extolling the benefits for its fall jackets, he was not amused. The Director of Digital Guest Experience at Firehouse Subs based in Jacksonville, Florida, was a tad miffed that the clothing brand he had given some personal information to when he last shopped there didn’t have the sense to see that those in the Sunshine State may not need heavy fall coats. “We don’t get cool weather until at....

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