Aksinia Chumachenko: Leading the Way in Product Analytics at Simpals
At Simpals, Aksinia Chumachenko is the Team Leader Product Analyst. Participating in several industries, including media, e-commerce, sports, education, and technology, Simpals is a well-known Moldovan firm. Managing Point.md and Ştiri.md, which respectively draw some 7 million and 1.5 million monthly visitors, make them the most major news portals in the country. It runs Afisha, Moldova’s leading ticket platform for shows and events as well.
Acting in her capacity, Aksinia guarantees that every analytical project inside the company matches the general strategic objectives. She is tasked with creating six of Simpals’ products from the ground up: the two biggest media outlets in Moldova, two ticket booking systems, and two hardware devices made for swimmers.
Her achievements and knowledge have worldwide recognition. In both 2023 and 2024, she judged the United Nations BigData Datathon as well as the 2024 GNEC Hackathon and several other events. Moreover, she mentors Technovation Girls and Women in Tech, helping women and girls everywhere to build fulfilling IT industry careers. (Source: Techbullion)
How Did Aksinia Get Into Product Analytics?
The trip started at Sberbank CIB, where help was given to automate business lending procedures. The person realised here the capacity of data to affect entire workflows as well as business logic. Later on, Ozon Fintech and BCS Investments, where analytics tools were created from scratch, saw a move to more product-oriented jobs. It became evident as time passed that the individual’s power resides in developing expandable and organized analytics within dynamic settings.
Currently, Aksinia is at The Forefront of Analytics at Simpals, the Largest Digital Company in Moldova. What Does Her Role Entail?
Leading analytics for a range of goods inside Simpals, including 999.md, the top internet marketplace in Moldova, she drew in more than 4.2 million monthly visitors. She also oversees statistics for six additional products, ranging from news sites like Point.md and Stiri.md to event ticketing systems, sporting applications, and even IoT devices with a global reach.
Creating consistent analytics strategies across several products, setting tracking, reporting, and testing frameworks, and enabling decision-making via research and experimentation fall under her main responsibilities.
Challenges Aksinia Faced When She First Joined 999.md Platform
There was no dedicated product analytics capability in place when she joined in late 2021. Although the platform was generating millions of events daily, there was no organized method for tracking product performance or measuring the effects of features. Fundamentally, she had to create the department of data analytics from scratch.
She started by pinpointing crucial business and product indicators. It was impossible to build a successful system devoid of this basis. After that, Aksinia created real-time tracking PowerBI dashboards and promoted an experimental atmosphere by means of A/B testing.
The team evolved over time from reactive analysis to a methodical experimental model that greatly improved conversions, income, and user retention. Her work showed beyond any reasonable doubt that analytics was absolutely essential for corporate expansion and helped major indicators to be improved.
Under her leadership, they organized prioritization activities with product managers to find the most important research areas, led hypothesis creation sessions for research topics. She also developed and recorded the research process to create a consistent method accepted across the company. Along with gains in other important metrics, the study program currently produces quantifiable product improvements.
It included a 1.25% increase in total product revenue, a 7% rise in product card views, and a 5% growth in revenue for one of the paid services. She designed the critical measures in GrowthBook, described the techniques for data storage, created the required fact tables, and defined user criteria for more precise targeting.
The results were remarkable; the conversion rate from listing pages to promotion services doubled (from 1.48% to 2.9%). The conversion rate from user accounts to promotion services also doubled (from 6% to 12%), and Pro subscription conversions rose by 25%.
