Permanent change of methods of analytical processing of digital data for objective analysis and adequate decisions based on available information. In the educational process, analytics of significant amounts of data is used to adequately study and understand the data that are continuously generated in the educational sphere for further in-depth analysis to improve management methods that ensure a sufficient level of qualification of students of higher educational institutions. For this purpose, an automated information and reference system of higher education institution management was developed and tested, and on its basis, analytical analysis of the accumulated data flows was carried out. Since analytics is a painstaking process of determining, systematic analysis and interpreting particularly significant patterns from large continuous streams and volumes of data. Analytical data processing is based on innovative methods of intellectual analysis of large amounts of data, such as association, clustering, classification, categorization, correlation, evaluation, forecasting, and analysis in light of current trends and visualization. The purpose of this work is to use predictive analytics to improve the quality of the educational process by providing objective consolidated information to guide higher education institutions in making informed management decisions. This research work mainly focuses on the urgent need to introduce methods of analytical processing of large data flows into the educational management system of the educational institution, and the following strategies are proposed to meet such needs. When implementing automated information and reference system of educational process management, it is necessary to use various components and their functions. In the information and reference system of educational process management, there are various components, such as electronic learning tools, electronic means of providing access to educational content, the use of information technology, various services, etc. This document also focuses on key issues related to the basic components and their functionality in the studied system for processing both dynamic and analytical data. The effective use and processing of analytical educational data by different methods have a significant potential for identifying and forecasting significant accumulated knowledge from educational data, which provides the education management system to recommend appropriate solutions for a flexible planning process that will ensure the quality of educational services for the future.