Yandex Expert Summit: Yandex’s conference on digital marketing and advertising

August 7, 2017

The Yandex Expert Summer is a conference on digital marketing and advertising that brings together Yandex experts and key partners to meet face-to-face and share their perspectives, experience, and expertise in an intimate and informal setting at trendy locations in the world’s most exciting cities.

This year, the Yandex Expert Summit took place in London on June 20 and in Berlin on June 22.

After a variety of presentations, case studies and panel discussions, attendees learned about the latest releases, products, features, and how to implement them to drive business growth, the day-long conference rounded off with a fantastic networking opportunity.

On this page, you can find lots of interesting material from this year’s Yandex Expert Summit — interviews with key speakers and, of course, videos of the presentations.

Interviews:

Denis Zlobin
Denis Zlobin, Head of Mobile international sales at Yandex, addresses the current landscape of Russian mobile market and global trends. In the interview, he covers ways to develop a strong mobile strategy as well as innovative Yandex tools that help target the right mobile audience.
Viktor Tarnavskiy
Viktor Tarnavskiy, Head of Yandex.Metrica, speaks about behavioral analytics and the advantages of Yandex.Metrica tools, which make it easy to optimize websites and transform site visitors into your customers.
Andrey Sebrant
In this interview, Yandex’s Director of Product Marketing Andrey Sebrant discusses the advances made in AI and machine Learning, and the opportunities they offer businesses. Andrey also explains why Yandex is first to integrate various technologies in Russia.
Maxim Grishakov
The rapid growth of online shopping in Russia provides variety of opportunities both for domestic and international brands. Yandex.Market is an online marketplace, a ready-made platform where customers and sellers meet. In this interview Maxim Grishakov, Yandex.Market’s CEO, shares his knowledge of trends and perspectives of eCommerce.
Evgeny Lomize
Evgeniy Lomize, head of Monetization at Yandex, gives an overview of the latest trends and the newest advertising tools available. He answers the big questions for advertisers: What kinds of inventory look most promising at the moment? How do Yandex technologies respond to recent changes in user behavior in Yandex search? What is the next big focus for the company?

Video of presentations:

Under the Hood: Technology that matters and how to handle it
Speaker: Andrey Sebrant, Director of Product Marketing, Yandex
As machines become intelligent and the means of digital communication get smarter and smarter, we need a different approach to technology: not just using, but cooperating.
Yandex.Direct: New opportunities and advertising tools for your business
Speaker: Eugene Lomize, Head of Monetization, Yandex
Eugene gave an overview of the latest trends and newest tools in advertising. He also spoke about the kinds of inventory that look most promising at the moment, and told attendees how to make their customer communication truly personal using a mixture of formats tailored to every stage of the customer journey.
New features in Yandex mobile products
Speaker: Denis Zlobin, Head of Mobile international sales, Yandex
Denis’ presentation spoke about how advertisers can expand their mobile audience through clever traffic management, including CPI-based optimization and innovative traffic acquisition. Denis introduced new Yandex products that let allowing advertisers target ads for apps based on the personal interests of each potential user and create mobile landing pages for those who click on their ads.
Workshop. Yandex solutions for programmatic display advertising
Speaker: Nikita Pasynkov, Head of Display Ad Products, Yandex
In addition to learning about programmatic advertising products offered by Yandex, this workshop offered tips on how to effectively manage cross-device campaigns on desktop and mobile. Nikita also spoke about how to use the Yandex.Audience service and third-party DMPs to manage data for custom audience targeting.
Workshop. Yandex solutions for video advertising
Speaker: Natalia Grishkina, Head of Video Ad Projects, Yandex
While the value of video for brand building is well known, it is often perceived as less effective for performance. Nevertheless, savvy advertisers are moving more of their spending budgets to video ads for improved opportunities to reach their customers online. The head of video ad projects at Yandex will tell you what Russia’s video advertising market looks like and how Yandex solutions can take you where you want to be.
Workshop. Yandex.Market & Yandex.Money: Your fast track into Russia's e-commerce market
Speaker: Alexandr Shurkaev, Head of Cross-Border e-Commerce, Yandex.Market
Alexandr used this workshop to present key facts and figures on the domestic and cross-border e-commerce markets in Russia. In this video, you will learn about new e-commerce products available on Yandex.Market and look at real-life examples from experience of some European and Asian merchants trading in Russia. In addition, you will discover that onboarding is, in fact, quite simple!
Workshop. Yandex.Market & Yandex.Money: Your fast track into Russia's e-commerce market
Speaker: Anna Kuzmina, Deputy CCO, Yandex.Money
In this workshop, Anna present key facts and figures on the domestic and cross-border e-payment markets in Russia. In this video, you will learn more about opportunities that Yandex.Checkout (Russia’s leading B2B payment service) gives to business.
Workshop. Yandex.Metrica: How research into customer journey helps to increase profitability
Speaker: Alexandra Kulachikova, Head of Yandex.Metrica Promotion
In this workshop, Alexandra spoke about how to merge online and offline worlds, understand your customer’s behavior, and create an algorithm to re-distribute your marketing budget based on the predicted actions of your customers. She provided plenty of tools and query samples, as well as a step-by-step guide so you can play with your own data.
Workshop. Predictive analytics for audience management
Speaker: Konstantin Bayandin, Online Marketing and Pricing Director, OZON
More and more, digital marketing is merging with analytics and data science. Modern technology allows us not only to predict future behavior of e-commerce customers, but also to use this information for bid adjustment in digital advertising auctions. This approach can help increase bids for the most promising audiences and expand reach with the same return on marketing investment.
Workshop. Yandex Zen
Speaker: Victor Lamburt, Head of Yandex Zen
Victor will speak about the technology behind Yandex Zen, an endless feed of personalized content, and its implementations across a range of end-user products, including web browsers and app launchers. Yandex Zen offers content recommendations based on each user’s individual interests and preferences and helps them discover new and interesting content every day.
The power of invisible AI and how to use it for your business
Speaker: Jane Zavalishina, CEO, Yandex Data Factory
Artificial intelligence is bound to change our lives significantly over the next decade. More importantly, it’s already here and is already working, though we often don’t even notice. This “invisible AI” is exactly what every business needs: fast returns with minimal investments. You just need to know where to look.
Artificial intelligence and art: New vibes
Speaker: Ivan Yamshchikov, Researcher, Max Planck Institute for Mathematics in the Sciences, Leipzig, Germany; Yandex, Moscow, Russia
As artificial intelligence (AI) becomes more and more human-like, it is beginning to affect areas of expertise once considered exclusively human. Ivan tells us what can happen when art and AI are combined.