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Online-Lecture: Data That Sells: How Media Analytics Helps Brands Grow
- Date: 12/11/2026 (THU)
- Language: Ukrainian
- Time: 11:00 - 12:30 Kyiv time
- Fee:free of charge for EBA members
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Online-Lecture: Data That Sells: How Media Analytics Helps Brands Grow. Date: 12 November2026. Time: 11:00 12:30. Language: Ukrainian. Fee: free of charge for EBA members. Place: Will be online. The advertising budget has been approved. The campaign is live. But how can you tell whether your advertising actually drove sales — or whether the results were simply due to seasonality or coincidence? And is it possible to predict campaign outcomes before launch? Marketing teams work with vast amounts of data every day, yet often struggle to turn that data into actionable business decisions. Where do brand awareness growth forecasts come from? How can you separate the impact of advertising from competitors activities and market fluctuations? And what is really behind the numbers in a media plan?
EBA Management Development Centre Team, together with Forward, invite you to participate in the Online-Lecture: Data That Sells: How Media Analytics Helps Brands Grow.
Using real-life case studies from the home care, pharmaceutical, and spirits categories, Andrii Krolenko, Managing Partner at Forward, and Oksana Repiakh, Data Analytics Lead, will demonstrate how a media agency leverages Brand Health Tracking and Marketing Mix Modeling (MMM) to evaluate campaign effectiveness and forecast business outcomes.
Target audience: marketing directors, brand managers, marketing specialists, and data analysts across industries, including agriculture, logistics, pharmaceuticals, and banking.
Questions for discussion:
What is Brand Health Tracking, and how does it measure whether advertising is driving brand awareness?
How can brand awareness growth be forecast before a campaign launches, and what data is required?
Why is it misleading to evaluate advertising effectiveness based solely on sales performance?
How does Marketing Mix Modeling (MMM) separate the impact of media from seasonality and competitors activities?
How much historical data is needed for reliable analysis, and what can be done when data is limited?
How can analytical insights be used to optimize and forecast future campaigns?
Please note that the opinions and views expressed by the trainer (speaker) during the event are solely his/her personal position and intellectual property and in no way represent the official position of the European Business Association.
Registration is mandatory. To participate, please click the “Registration” button. Only Association members may register for the event. If you have any further questions, please email [email protected] or call contact number listed in the section “You can send a question to”.Speakers. Andrii Krolenko. Managing Partner, Forward (Havas Village).
Andrii Krolenko is a media and marketing communications expert with nearly 30 years of industry experience. Throughout his career, he has progressed from entry-level roles to founding his own agency, building expertise within some of Ukraines leading international advertising networks.
In 2013, he founded Media Scope, which joined the international Havas network in 2018 and became Forward under the Havas franchise.
His expertise lies in developing effective media strategies, building high-performing teams, and scaling businesses. Throughout his career, Andrii has led campaigns for major international and Ukrainian brands including Samsung, Ferrero, Carlsberg, Henkel, Raiffeisen Bank Aval, and Boehringer Ingelheim, spanning FMCG, pharmaceuticals, finance, retail, and luxury sectors.
Under his leadership, Forward has received Effie Awards Ukraine Silver and Bronze awards in recognition of the effectiveness of its campaigns.
A graduate of the Kyiv National Economic University, Andrii continues to invest in executive education focused on leadership, management, and strategy. He is also actively involved in mentoring, supporting entrepreneurship, and contributing to initiatives that support Ukraines Armed Forces.
His professional philosophy is simple: Treat people the way you want to be treated.. Oksana Repiakh. Data Analytics Lead, Forward (part of Havas Media Network)
Oksana Repiakh has been working in media, marketing analytics, and market research since 2018. She began her career as a Junior Data Analyst at Spark (Publicis Groupe Ukraine) and is now Data Analytics Lead at Forward (part of Havas Media Network), where she leads the Data Analytics function.
Her expertise includes measuring advertising effectiveness, analyzing competitive landscapes, conducting market research, and forecasting business performance. She helps brands make data-driven marketing decisions by connecting media metrics with sales results, Brand Health Tracking, consumer research, and other business indicators.
Together with her team, Oksana develops analytical models, automated reporting systems, and methodologies for measuring the incremental business impact of advertising.
She has worked with leading brands including Mitsubishi, Rozetka, Hell Energy, Aznauri, Kovalska, Ergopack (Fino, STR8), Syngenta, and Umanpivo.. You can send a question to:. Contact person:. Anna Sytnyk. E-mail [email protected]. Contact Phone. (067) 218 81 28.
The advertising budget has been approved. The campaign is live. But how can you tell whether your advertising actually drove sales — or whether the results were simply due to seasonality or coincidence? And is it possible to predict campaign outcomes before launch?Marketing teams work with vast amounts of data every day, yet often struggle to turn that data into actionable business decisions. Where do brand awareness growth forecasts come from? How can you separate the impact of advertising from competitors’ activities and market fluctuations? And what is really behind the numbers in a media plan?
EBA Management Development Centre Team, together with Forward, invite you to participate in the Online-Lecture: Data That Sells: How Media Analytics Helps Brands Grow.
Using real-life case studies from the home care, pharmaceutical, and spirits categories, Andrii Krolenko, Managing Partner at Forward, and Oksana Repiakh, Data Analytics Lead, will demonstrate how a media agency leverages Brand Health Tracking and Marketing Mix Modeling (MMM) to evaluate campaign effectiveness and forecast business outcomes.
Target audience: marketing directors, brand managers, marketing specialists, and data analysts across industries, including agriculture, logistics, pharmaceuticals, and banking.
Questions for discussion:
- What is Brand Health Tracking, and how does it measure whether advertising is driving brand awareness?
- How can brand awareness growth be forecast before a campaign launches, and what data is required?
- Why is it misleading to evaluate advertising effectiveness based solely on sales performance?
- How does Marketing Mix Modeling (MMM) separate the impact of media from seasonality and competitors’ activities?
- How much historical data is needed for reliable analysis, and what can be done when data is limited?
- How can analytical insights be used to optimize and forecast future campaigns?
Please note that the opinions and views expressed by the trainer (speaker) during the event are solely his/her personal position and intellectual property and in no way represent the official position of the European Business Association.
Registration is mandatory. To participate, please click the “Registration” button. Only Association members may register for the event. If you have any further questions, please email [email protected] or call contact number listed in the section “You can send a question to”.
Speakers
Andrii Krolenko
Managing Partner, Forward (Havas Village). Andrii Krolenko is a media and marketing communications expert with nearly 30 years of industry experience. Throughout his career, he has progressed from entry-level roles to founding his own agency, building expertise within some of Ukraine's leading international advertising networks. In 2013, he founded Media Scope, which joined the international Havas network in 2018 and became Forward under the Havas franchise. His expertise lies in developing effective media strategies, building high-performing teams, and scaling businesses. Throughout his career, Andrii has led campaigns for major international and Ukrainian brands including Samsung, Ferrero, Carlsberg, Henkel, Raiffeisen Bank Aval, and Boehringer Ingelheim, spanning FMCG, pharmaceuticals, finance, retail, and luxury sectors. Under his leadership, Forward has received Effie Awards Ukraine Silver and Bronze awards in recognition of the effectiveness of its campaigns. A graduate of the Kyiv National Economic University, Andrii continues to invest in executive education focused on leadership, management, and strategy. He is also actively involved in mentoring, supporting entrepreneurship, and contributing to initiatives that support Ukraine's Armed Forces. His professional philosophy is simple: "Treat people the way you want to be treated."
Oksana Repiakh
Data Analytics Lead, Forward (part of Havas Media Network) Oksana Repiakh has been working in media, marketing analytics, and market research since 2018. She began her career as a Junior Data Analyst at Spark (Publicis Groupe Ukraine) and is now Data Analytics Lead at Forward (part of Havas Media Network), where she leads the Data Analytics function. Her expertise includes measuring advertising effectiveness, analyzing competitive landscapes, conducting market research, and forecasting business performance. She helps brands make data-driven marketing decisions by connecting media metrics with sales results, Brand Health Tracking, consumer research, and other business indicators. Together with her team, Oksana develops analytical models, automated reporting systems, and methodologies for measuring the incremental business impact of advertising. She has worked with leading brands including Mitsubishi, Rozetka, Hell Energy, Aznauri, Kovalska, Ergopack (Fino, STR8), Syngenta, and Umanpivo.
Andrii Krolenko
Oksana Repiakh
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