Big Data In Management Information Management

Abstract

Big data is a strategic tool capable of transforming data into useful knowledge for decision-making. The objective of this research is to analyze big data in the management of managerial information in the Department of Management and Academic Development (DGDA) at Laica Eloy Alfaro University in Manabí. The methodology used in this study is based on a qualitative approach, developed through a case study with a non-experimental design and explanatory scope. To obtain the research results, an interview guide was applied to five managers and the director belonging to the Department of Management and Academic Development at the Laica Eloy Alfaro University of Manabí. The results reveal that, although there are various technological tools, such as the Academic Management System, Power Apps, and Graduate Tracking, these operate in a fragmented manner and without interoperability, which limits their strategic potential. In addition, a significant gap in digital literacy was identified, corresponding to the competence of some managers in the use of analytical tools such as Power BI, Tableau, or Python, reflecting organizational and cultural obstacles to the effective adoption of big data. The lack of formal documents defining roles and responsibilities leads to duplication of tasks, ambiguities, and lack of coordination, affecting institutional efficiency. However, the existence of qualified personnel and a willingness to change is a strength that, if supported by institutional policies, systems integration, organizational formalization, and specialized training, can drive digital transformation. The main conclusion is that big data is a strategic resource for converting data into useful knowledge for decision-making. However, its effective implementation requires a comprehensive approach that encompasses technological, organizational, and cultural aspects.