On June 20, ROMI 2025 took place in Kyiv — one of the key events for Ukrainian marketers, analysts, brand managers, and digital professionals.

Minfin and newage. organized the conference, bringing together experts from OLX, Ajax Systems, Fozzy, ProCare, Kyivstar, Google, Helsi, Kantar, and other leading companies.

The primary goal of the event was to demonstrate how modern marketing generates tangible business value through data, effective team structures, and thoughtfully crafted content. No hype. Just numbers. With an infrastructure-first approach.

This year, ROMI wasn’t just about return on marketing investment. It was about systems that perform, even under pressure and uncertainty.

ROMI 2025 — A Platform for Real Knowledge Exchange

ROMI 2025 took place in a hybrid format — offline in Kyiv and online — and gathered over 400 participants, including heads of marketing, entrepreneurs, analysts, digital specialists, and product teams.

More than 20 speakers took the stage, representing some of the most dynamic companies in the market — from Fozzy Group to Google, from ProCare to Helsi.

The spotlight wasn’t on buzzwords or fleeting trends, but on real cases and scalable systems that make marketing profitable, sustainable, and adaptable.

ROMI became a platform not only to discuss what works today, but also what will still work tomorrow:

• how to stay effective in uncertain times,
• how to restructure teams to avoid burnout,
• how content becomes part of business infrastructure,
• and how data has finally become marketing’s native language.

ROMI 2025 proved: at the heart of marketing are not slogans, but process, people, and data.

Data Is the Foundation

Half of the talks at ROMI 2025 started with numbers, and that was no coincidence. Data no longer supports marketing — it drives it. That’s why one of the core focuses on stage was how companies collect, process, and operationalize data to power everyday marketing decisions.

A Custom DMP Is No Longer a Luxury — Its Core Infrastructure

Fozzy Group shared a case showing how data from loyalty programs, surveys, transactions, and even weather patterns is merged into a unified 360° customer profile. This profile powers everything — from SKU planning to email campaigns.

Each profile is built using ML models and custom scoring, and — most importantly — it’s instantly accessible to both marketers and product managers.

Helsi took it a step further by creating audience segments based on medical data. This enables targeting not just “women aged 25–35,” but people who’ve interacted with a specific diagnosis.

Their model powers hyper-targeted campaigns across Google, Meta, and Helsi’s ecosystem — all measured through Nexinsight analytics.

Геоаналітика, телеком-дані та cookieless

Kyivstar demonstrated how data from its mobile network — covering 23 million subscribers and over 200 data points — is transformed into actionable analytics for banks, retail, and out-of-home advertising.

Key services include geoanalysis, look-alike modeling, and audience profiling — all in real time.

For example, brands can now identify who visits a specific mall and how likely they are to become a customer of a given retailer.

Segmentation on Steroids: BigQuery + AI

newage. showcased how to build first-party audience segments using BigQuery — with hourly updates, no third-party platforms, and no cookies.

These segments are seamlessly pushed into DV360 and behave like standard audiences — but with full control over the logic: events, behavior, purchases, and CRM-enriched data.

Data in Sales & ROMI

Ajax Systems puts a strong focus on post-marketing metrics — measuring campaign effectiveness by tracking the number of security systems installed in new properties.

Their ROMI model isn’t about “leads in 7 days,” but about installed systems in 9 months.

OLX, via its retail media platform, collects full behavioral analytics — from ad clicks to filter interactions.

This data fuels not just ad targeting, but also custom audience segments for brands with clear attribution paths.

ROMI 2025 made one thing clear: Marketing without data is guessing. But raw data without structure is just noise.

The most effective companies are those where analytics, marketing, and product teams operate as one system.

Creativity: Production, Not Inspiration

Not long ago, creativity in marketing was seen as something artistic — you get inspired, you create. At ROMI 2025, one thing became clear: creativity is a system, and it should operate with the same efficiency as a supply chain.

ProCare: A Creative Factory in Action

ProCare has built a full-scale, in-house content house of 25 people, operating like a dedicated media production unit. The team produces over 18,000 videos each month for platforms like TikTok, YouTube, Meta, and more.

Everything is built as a system:

• a library of 2,000+ proven hooks,
• script templates for different products and formats,
• weekly performance analytics for every video: CTR, retention, ROAS.

The result?

• CPV under 0.10 UAH,
• videos launched within hours,
• new products get dozens of message variations even before launch.

Case in point: one video series created by in-house creators generated over 500,000 views. The success came from clear creative triggers:

• a strong hook in the first 2 seconds,
• fast-paced delivery,
• and a consistent, recognizable tone of voice.

The content was based on a library template and tested via AI-powered analytics in Meta to quickly identify winning combinations.

As Yulia Butsyk summed it up:

“Content isn’t a one-time action — it’s a production process. And if we’re building a business, we have to build a system.”

newage.: Automation as a Strategic Advantage

The newage. team introduced an approach where scale and speed outweigh perfection. Video is no longer a creative luxury — it’s a mass communication tool that must launch fast, adapt to audiences, and be tested in real-time.

Among the tools enabling this is ViGenAiR, a new AI solution that allows video content to be adapted for different audience segments, adjusting visuals, pacing, messaging, and even video length without a production team involved.

Learn more about Google’s tools and the newage. approach.

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Ajax Systems: Content as Part of the Product

At Ajax Systems, content isn’t treated as “advertising” — it’s seen as an explanatory interface for B2B clients and distributors: localized videos, guide cards, and custom presentations tailored for different markets.

This approach helps the company scale across 180+ countries, delivering a consistent message, adapted to each cultural context.

At ROMI 2025, one insight stood out clearly: video is no longer just a media format — it’s the core product of modern marketing.

To survive in the attention economy, it’s not about coming up with ideas — it’s about building a creative system powered by data, testing, and real performance metrics.

Teams as Systems — Not Just People

A marketing team isn’t just a group of creative minds and executors. It’s an operating system — one that must adapt to change, scale efficiently, and maintain performance under pressure. That’s exactly what speakers from LUN, SoftServe, OLX, and Insight Group explored at ROMI 2025.

LUN: Marketing as a Production Line

Denys Sudilkovskyi presented the concept of lean marketing — a communications-focused adaptation of lean manufacturing.

Every process — from idea to launch — has a clear entry point, route, and efficiency criteria.

“Our goal isn’t to do more. Our goal is to do what matters — and stop doing what doesn’t.”

The team operates like a marketing factory, with a focus on speed, clearly defined roles, minimized rework, and structured requests for each initiative.

Denys shared a process flow that works like a production line:

task → brief → production → art control → distribution → analytics.

Thanks to this structure, content creation time was cut from 24 to just 3 hours, while quality was preserved through standardized workflows.

A separate point was made about the role of AI in processes.

AI shouldn’t be a “trend for the sake of trend” — but if it helps:

• adapt content faster,
• accelerate performance analysis,
• or even suggest formats,
  — it should be integrated as part of the system.

“AI isn’t a magic button. It’s just another tool — but it has to work within the process, not instead of it.”

SoftServe: An Anti-System for Chaos

Vyacheslav Levchenko spoke about creating anti-chaos in teams. The problem isn’t that teams grow — it’s that their mental structure doesn’t evolve.

“8 people = 28 communication channels. With 10, it’s already 56. And it’s all happening in one group chat.”

To maintain speed, teams need a new organizational structure, an updated feedback culture, and adaptive leadership — not to “control,” but to remove barriers.

Insight Group: Understanding People Starts from Within

Nataliia Bukhalova emphasized that you can’t truly understand your consumer if you don’t understand your team.

Research isn’t just about numbers and graphs — it’s about empathy for people, their motivations, and their fears.

That’s why HR, brand managers, and marketers shouldn’t be “adjacent departments” — they must function as one ecosystem that creates value.

The teams that survive aren’t just packed with top professionals. They are the ones that have:

• clear roles,
• flexible structures,
• a culture of trust and fast feedback,
• and a shared space between HR, marketing, and product.

ROMI 2025 made it clear: An effective team isn’t just a group of people — it’s a synchronized system that adapts weekly.

Formats as a Tool for Influence

ROMI 2025 showed that format in marketing isn’t just about “creative choice” or “where to launch.” A format is a tool of influence — it must serve a clear business goal, be measurable, and be integrated into systemic communication.

Minfin: Special Projects as Reputation Infrastructure

Olha Bandurenko shared how Minfin and Finance.ua delivered over 860 special projects in partnership with 120 brands, even amid full-scale war.

“After February 24, we didn’t stop. On the contrary, we launched special projects focused on support, adaptation, and economic stability. This isn’t just PR — it’s public leadership.”

Today, a special project isn’t “a one-off article with a logo.” It’s an ongoing conversation with the audience through case studies, explanatory journalism, how-to guides, curated content, and integration into the sales funnel.

Helsi: Communication Powered by Medical Data

Helsi integrates marketing directly into its patient interaction ecosystem — from email campaigns to Meta ads. The focus is on precise audience segments: for example, women who recently underwent a medical checkup and could be potential customers for partner brands.

This is a strong example of omnichannel communication, where channels don’t compete but complement each other — thanks to a unified patient ID.

ProCare: Influence That Adds Up

Yulia Butsyk from ProCare made the company’s position clear:

“Influence is an effective channel only when you can see it in the numbers.”

ProCare built an in-house analytics system that tracks the impact of every influencer video — even on TikTok — using CPV, retention rate, and ROAS. As a result, their influencer campaigns are no longer a “budget black hole,” but a tested lead generation tool.

Today, marketing formats are about functionality, not just aesthetics. Successful brands treat formats like APIs:

• special projects → for reputation and trust,
• video → for reach and dynamism,
• influence → for emotional impulse,
• CRM channels → for re-engagement and sales.

If you can measure it, it works. If you can’t — it’s just noise.

Marketing After ROMI

ROMI 2025 answered questions that had long been brewing in Ukraine’s marketing community:

• How do you build systems instead of campaigns?
• How do you measure performance when the customer journey is blurred?
• How do you restructure teams that can’t keep up with the pace of change?
• And ultimately, how do you not just survive turbulence, but scale through it?

What changed after ROMI was the perspective. Marketing is no longer seen as the “creative department” or a “lead generator.” It’s now understood as business infrastructure, with:

• analytics as the operating system,
• the team as a synchronized mechanism,
• content as a tool for managing customer experience,
• and processes that are scalable, repeatable, and adaptable.

ROMI 2025 wasn’t about “listening to speakers once a year.” It was about switching marketing into a mode of systemic growth.