**Intact Gift Giving Condition book**

When a business chooses a supplier, funds a new product, or hires an employee, managers are making decisions with moral implications. The ethics of data and analytics, in many ways, is no different than any endeavor to find the "right" answer. The decisions in business, like all decisions, have a moral component in that people can benefit or be harmed, rules are followed or broken, people are treated fairly or not, and rights are enabled or diminished. However, data analytics introduces wrinkles or moral hurdles in how to think about ethics.