CATCH ME IF YOU CAN! HOW TECHNOLOGY IS RUNNING AWAY FROM ETHICS IN BUSINESS INTELLIGENCE.

The combination of social media/mobile technology and Business Intelligence (BI) analysis opens for an unprecedented use of personal data for business purposes. This paper argues that it is high time for ethics to catch up with the evolution of Business Intelligence technology. Traditional BI is defined as decision support for management in an organization, by use of technology. New BI trends include "BI for all", "Social media analysis", and "Big data", but there is little attention on ethics within BI, both in the past decade and when it comes to current "call for papers". Recent research has so far failed to address the potential threat to a person's privacy and individuality. This paper investigates the following research question: To what degree are the existing ethical guidelines sufficient for the privacy and individuality challenges posed by modern BI? Using a framework for analysis by Davenport et al, this paper identifies six types of ethical dilemmas caused by BI technology. The Norwegian Research Ethics Guidelines for Natural Science and Technology (NENT) and the Association of Computing Machinery (ACM) Code of Ethics and Professional Conduct are presented and discussed. The following findings are offered: the guidelines do cover the ethical dilemmas, but they are not followed. This results in a call for more research on dedicated ethical guidelines in BI. Such a framework for BI ethics would be useful for anyone working with BI, both in the industry and in academia. [ABSTRACT FROM AUTHOR]