Guidelines for the responsible application of data analytics

The vague but vogue notion of 'big data' is enjoying a prolonged honeymoon. Well-funded, ambitious projects are reaching fruition, and inferences are being drawn from inadequate data processed by inadequately understood and often inappropriate data analytic techniques. As decisions are made and actions taken on the basis of those inferences, harm will arise to external stakeholders, and, over time, to internal stakeholders as well. A set of Guidelines is presented, whose purpose is to intercept ill-advised uses of data and analytical tools, prevent harm to important values, and assist organisations to extract the achievable benefits from data, rather than dreaming dangerous dreams.