Big Data may be a dying buzzword, but the act of collecting and analyzing data to create new value and insights is here to stay. As data analysis practices get more sophisticated and companies are collecting even more data about their customers, business leaders and decision makers calling the shots on how a company uses that data must start to weigh the moral and ethical implications associated with all that is collected and acted upon. Now is the time to define words, risks and standards for which practices are serving the consumer and which are plain creepy. So how can leaders re-evaluate their company transparency and values as it pertains to Big Data? What universal principles can we set in stone to make data collection a morally sound endeavor?