Tratamiento de los datos para la gestión de comunicación: desarrollo, avance y aplicación en las universidades particulares y cofinanciadas de Ecuador

Abstract

Abstract: Big Data is based on the evaluation of large amounts of data collected that, when analyzed, obtain parameters that allow improving the internal and external management of an organization. In Ecuador there is a rapid adoption of Big Data within Universities. The objective of this work is to demonstrate the criteria of those responsible for communication and marketing of the Private and Co-financed Universities of Ecuador, and the opinion of experts in Big Data and Communication on the current state of the use of Big Data, application, potentialities, trends, challenges and difficulties in the management of university communication from experience and academic environment. A quantitative and qualitative methodology was applied through an online survey and a structured interview. In conclusion, it can be highlighted that Big Data for communication requires an economic investment, in addition, it is used to evaluate trends, develop new strategies, geolocate and attract new students. The communication and marketing departments present a series of difficulties when applying Big Data, the absence of professionals in data analysis is evident.