Brands have recently been increasing investment in the creation of their own texts, graphics and videos, to tell their story to consumers and attract attention.
Two problems arise as a result of this trend. Firstly, the cost of content generation is rising, and secondly, it is not clear how to evaluate the effectiveness of the materials produced. Yandex is actively developing tools to solve both problems. Maria Petrova and Denis Ozornin talk about how to create content based on data-flow analysis while avoiding additional investments in editorial production. They also tell how to check the effectiveness of publications and move forward in working with an audience.