Advantages and Benefits of Big Data in Business Communication

Big data integrates and evaluates large amounts of data collected by a company, which when crossed, allow obtaining indicators that contribute to visualize and improve organizational management in the internal and external environment of a business. The area of communication, marketing and advertising knowledge has been widely benefited by the use and exploitation of data, makes it possible to make intelligent decisions when proposing strategies that are better targeted and adapted to a specific target audience and to objectives specific to the organization, among others, to attract and/or retain consumers or customers; and, evaluate trends and new business opportunities—innovation—to ensure the sustainability of the business. Working under a data mining approach brings additional value and is that the actions implemented can be evaluated in real time or very quickly to improve their effectiveness. The main objective of the study is to demonstrate the criteria according to the experience of those responsible for communication and marketing of companies in Ecuador according to the ranking of the magazine Ekos Business 2019 and the opinion of experts in big data and communication, on the advantages and benefits of big data in the management of the strategic communication of organizations. The results show that, in Ecuador, the use of big data is being adopted for the development of better business and strategic communication strategies.