Big Data And Business Management

Abstract

In times of society computerization, massive access to diverse computer systems by large sectors of the population generates a growing flow of diverse types of data. The use of Big Data technologies allows companies to analyze this growing flow, thus creating more effective and customized communication strategies; also, detecting possible potentialities and reserves in organization systems, contributing to elevate business efficiency. This research defines the main Big Data applications in business management in order to suggest certain solutions to different problems faced by the organization. It is oriented to establish, in an early stage, a referential and theoretical framework, which can be used as foundation of a subsequent implementation of the institutional communication strategy within Las Tunas Territorial Division in the 2018-2020 period.