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The paper describes the marketing mix modeling results for companies in nonfood retailing. The main objectives of the research are to demonstrate the viable way of making effective recommendations for optimizing the media strategy by modeling offline and online traffic to the stores based on econometric modeling and to develop a decision support system, which enhance the effective growth of business KPIs and an effective decision-making process. Econometric modeling, deeper data analysis, decision support were implemented on the data of one of the main retailers in Ukraine in a period before the full-scale Russian invasion. Estimating the impact of different communication channels on business results made basis for ROI calculations and optimization of media investments allocation among media channels by periods, video durations, type of advertising and with optimal weekly media pressure. ROMI calculation was based on the results of regression modeling, which estimate the level of traffic and sales generated by each media channel. The information-analytical decision support system based on an interactive dashboard has been developed for improvement of day-by-day business planning and management. The developed framework of regional strategy selection facilitates to the formation of a strategic vision on a regional scale and improves the quality of a regional media strategy.

The start of the full-scale Russian-Ukrainian war caused the largest wave of migration in the 21st century. More than five million Ukrainian citizens left for EU countries within a few months of the start of the conflict. The purpose of this paper is to forecast the level of health care expenditure in Ukraine for 2023–2024, considering the scale of migration and the fall in the level of GDP. The authors propose three scenarios for the development of Ukraine’s economy in 2023–2024, taking into account changes in the age structure of the population, migration, and the amount of health care expenditure: (1) Pessimistic, in which economic growth will resume only in 2024, with a GDP rise of 5.6%, provided that the war concludes at the end of 2022. Under this scenario, inflation will be about 21% in 2023–2024, a slight decrease compared with the previous year. Some 12% of the population of Ukraine will have emigrated, resulting in a corresponding 12% drop in health care expenditure in 2023–2024. (2) Basic (realistic), in which economic growth will be about 5% in 2023–2024, inflation will be under 10%, and migration will have accounted for 5% of the country’s population. Under this scenario, there will be an increase in health care expenditure of more than 40% in 2023–2024. (3) Optimistic, according to which rapid economic growth is expected in 2023–2024, inflation will not exceed 7%, the majority of those who left Ukraine in the early months of the war will return, and health care expenditure will increase by more than 70% in 2023–2024. The methodology of forecasting public expenditure on health care has been based on a six-step cohort method. The results have indicated that the cost of updating the age structure of Ukraine’s population every year will decrease due to the aging of the population, and the overall impact of demographic processes will be negative. The impact of mass migration due to the war creates a significant change in health care costs, requiring administrative bodies to monitor the situation promptly and make appropriate changes to the structure of budget expenditure.

The article contains the results of applying marketing mix modeling based on Data Science technologies for FMCG companies. The market share in packages (sales level) was modeled using regression analysis depending on the key elements of the marketing complex (price, place, promotion), seasonality and media activity of the competitors in all communication channels. Econometric modeling helps to assess the return of media investment by calculating the level of sales generated by media activity in each communication channel and comparing it with the level of media investment, respectively. The influence of distribution on the company’s position in the market and media efficiency has been studied in detail. There is a connection between distribution and media response: less distribution affects the decline in media performance, and vice versa. In conditions of low distribution, it is important to increase the presence in regional communication channels through media pressure in critical sales regions for FMCG brands and try to increase distribution levels nationally. The article contains an assessment of price sensitivity (elasticity) and recommendations for optimizing pricing policy to increase market share by volume or by value depending on the company’s goals. The price elasticity curve was determined by estimating the impact of the price index on the level of sales in packages and deals in money using econometric modeling and simulations of sales levels depending on different options of the price index vs competitors. Based on the research, recommendations for optimization of the marketing and media strategies to maximize sales of FMCG companies are formed. Marketing mix modeling and Data Science provide the most efficient ways to achieve business KPIs.

This paper examines the impact of migration and changes in the population’s age structure on government expenditures on education in Ukraine. The cohort method, considering a group of people attending four main types of education, namely, preschool, general secondary, vocational and technical, and higher education, is used to analyze and forecast government expenditures in the medium and long term. The study results show that migration significantly impacts government budget expenditures on education, with the most significant impact being seen on preschool education, followed by higher education, while the impact on general secondary and vocational education is minimal. The number of people receiving education in one of the four main types of institutions funded by state and local budgets was predicted to gradually decrease during the forecast period, except for secondary and vocational education. The overall volume of state expenditures would gradually decrease, both in absolute terms and as a percentage of GDP. Improving educational processes and the quality of budget spending should become an area for state regulation to ensure quality education in all funding conditions. This research’s leading theoretical and practical results show the efficiency of this methodology for analyzing and forecasting budget expenditures on education. They can be helpful in the short and medium terms, considering all potential changes in demographic indicators regarding the population.

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