There are undoubted benefits to algorithmic decision-making in general, and artificial intelligence (AI) in particular. The potential for harm – intended or unintended – arising from algorithmic decision-making indicates that an ethical dimension is needed when we engage in analytics projects.

We propose a practical way of unpacking and thinking about ethical issues in business analytics. Our aim in this paper is to develop an ethical framework in the form of a business canvas. To do this we draw on the Markkula Institute for Applied Ethics and their five ethical dimensions (Utilitarian, Rights, Justice, Common Good, Virtue).