Big data proposes the analysis of large volumes of information in companies or organizations. An analysis is made to different researches related to the application of big data for the creation of value and in this way, to contribute to decision making, focused on how this contributes to higher education institutions. The objective of the article is to provide information, through a bibliographic review, on how it is possible to create value through big data. The creation of value is the most important feature of big data. In this study we show how the theories and concepts, applied to different organizations and companies can be applied to higher education institutions. The application of the most relevant theories for the generation and creation of value, will allow the institutions of higher education to improve the decision making and to be more efficient in the investment of the resources.