Business Intelligence y su impacto en la toma de decisiones estratégicas en la dirección de comunicación e imagen institucional de la Universidad Laica Eloy Alfaro de Manabí de Manta, 2024.

Abstract

This research aims to analyze Business Intelligence and its impact on strategic decision-making in the Directorate of Communication and Institutional Image (DIRCII) at Universidad Laica Eloy Alfaro de Manabí, 2024. Through direct observation, interviews, and complementary surveys, issues such as information dispersion caused by the lack of integration among communication channels and the limited systematization of relevant data for planning were identified. These conditions restrict DIRCII’s ability to communicate strategically and to effectively respond to the needs of its university community. The study was conducted under a qualitative approach, which allowed for the validation of findings and a broader understanding of the problem. Based on this, a proposal was developed centered on the adoption of Domo BI, a business intelligence tool that enables the centralization of information, real-time analysis of communication performance metrics, and the optimization of channels and formats according to audience type and content. It is concluded that DIRCII faces a fragmented information management system that prevents a strategic evaluation of its communication impact. Nevertheless, the staff’s openness toward the use of analytical technologies and the institutional need to strengthen its image justify the application of the proposal. The implementation of Domo BI will contribute to more precise decision-making, more efficient use of communication channels, and the strengthening of an informational culture that is more strategic, participatory, and results oriented.