Dangerous data: analytics and information behaviour in the commercial world

Data has become an increasingly important component in the contemporary business operations, epitomised by the rise of the Business Intelligence system, data analytics, and data visualisations. It has been associated with increased productivity and the development of new business opportunities. But the use of data is sometimes also associated with poor decision making, either because of the quality of the data on which decisions are made, or because of the ways in which that data is used. This paper explores the problem of dangerous data in commercial contexts: those situations where the use of data contributes to worse outcomes