Analytics ‘the bridge from intention to impact’ – Communications Hub CEO Viktoriia Yefimenko

As digital communication becomes faster, cheaper and increasingly automated, businesses are discovering that scale alone is no longer enough. The real differentiator now lies in understanding what happens after a message is sent – how it performs, where it fails and how it can be optimised in real time.

For Viktoriia Yefimenko, CEO of Communications Hub, that shift places analytics at the heart of modern communication strategy. In this interview with MaltaCEOs.mt, she explains why data has moved from a reporting function to a strategic control layer, how clean, operational analytics are reshaping decision-making across high-velocity industries, and why intelligence – not volume – will define the future of business communication.

Your company has been vocal about the shift from raw communication tools to intelligent, data-driven systems. Why is analytics suddenly at the center of everything?

Because communication has changed. Volume alone no longer equals success. A few years ago, companies were satisfied knowing how many messages they sent. Today, they want to know what worked, what didn’t and what they can do better tomorrow.

Analytics is the bridge between intention and impact. Without it, communication becomes guesswork and in fast-moving industries, guesswork is expensive.

For many businesses, analytics still feel abstract. What does it look like in practice inside the Communications Hub?

Our philosophy is simple: analytics should remove complexity, not add to it.

Inside the platform, we gather data directly from sending systems – real delivery conditions, real behavior, real costs and turn that into structured insights that any team can act on.

How does this data turn into smarter decision-making?

Businesses stop reacting and start steering.

With accurate data at hand, teams can shift traffic instantly, choose the most efficient routes, adjust volumes or update their communication mix on the fly.

And for many of our partners – especially in iGaming, Fintech, e-commerce and affiliate marketing that agility is a competitive advantage.

When your communication costs drop, your delivery rates rise and your customer reach becomes more precise, you’re not just sending messages – you’re building a stronger business model.

You’ve mentioned before that the industry often struggles with noisy or incomplete data. How do you tackle that challenge?

As far as I see, most platforms only give you surface-level numbers. We went deeper.

By integrating directly with providers and collecting information at its source, we eliminate the distortions that happen with manual exports or secondary dashboards.

It’s clean, verified and consistent.

This is what allows us to go beyond ‘numbers for reporting’ and into true operational analytics – something that wasn’t easily accessible before.

What role does reliability play in the analytics story?

A huge one.

Data only matters if the communication layer itself is stable. That’s why we built backup routing and automatic cascading into the platform from day one.

If a provider slows down or fails, traffic switches instantly. Analytics track those events in real time, so companies spot weak links before they turn into costly outages.

That combination – smart insights plus resilient infrastructure – is what keeps business communication consistent even during peak loads or technical issues.

Where do you see communication analytics heading in the next few years?

We’re moving toward a world where communication strategies are largely automated. Not in a way that removes human decision-making, but in a way that supports businesses with predictive insights – anticipating failures, suggesting optimal routing, even forecasting budget needs based on historical patterns.

The more companies centralise their communication channels, the more valuable this intelligence becomes.

My view is clear: analytics won’t be an add-on feature. It will be the foundation of all communication technology.

What makes Communications Hub positioned to lead this shift?

We built the platform with analytics at the core, not as an afterthought.

Our architecture allows fast onboarding – about 10 days instead of the 35-45 proposed by some competitors in this industry. It gives businesses access to advanced configuration tools that most standard interfaces simply don’t offer. And it provides a level of personal support that ensures companies aren’t just collecting data – they’re using it wisely.

If you had to give one message to leaders shaping their communication strategies for 2026 and beyond, what would it be?

Treat communication as a strategic asset, not a technical necessity.

When you truly understand your data, every message becomes smarter, every channel becomes more efficient and every customer interaction becomes more meaningful.

Analytics aren’t just numbers – they’re the roadmap to better decisions. And the companies that embrace that mindset are the ones who will grow, adapt and lead in the years ahead.