SELF-ISOLATION INDEX

Creative Data Eurobest Award

Case Film

Presentation Image

TitleSELF-ISOLATION INDEX
BrandYANDEX
Category A07. Use of Real-time Data
Product/ServiceYANDEX
Entrant YANDEX Moscow, RUSSIA
Idea Creation YANDEX Moscow, RUSSIA
Media Placement YANDEX Moscow, RUSSIA
PR YANDEX Moscow, RUSSIA
Production YANDEX Moscow, RUSSIA
Production 2 EPIC PRODUCTION Moscow, RUSSIA
Credits
Name Company Position
Tigran Khudaverdyan Yandex Chief Executive Officer
Gregory Abovsky Yandex Chief Operating Officer
Andrey Styskin Yandex SVP
Tonia Samsonova Yandex Head of Content Services
Petr Abroskin Yandex Director of Marketing Operations
Andrey Plakhov Yandex Head of Search Functionality Department
Irina Goltsman Yandex Manager of cross-services functionalities
Vladimir Smolev Yandex Analytics of cross-services data department
Denis Shaposhnikov Yandex Analytics of cross-services data department
Olesya Golub Yandex Developer of cross-services data department
Nikita Makarov Yandex Team Lead of Search verticals functionality group
Oleg Levchuk Yandex Head of Maps Service
Konstantin Mamaev Yandex Manager
Alexey Shagraev Yandex Manager
Ruslan Musaev Yandex Manager
Oleg Novikov Yandex Developer
Igor Agarlev Yandex Developer
Denis Novikov Yandex Head of Communications
Sergey Ternovykh Yandex Heads of Design Team
Ilya Alexandrov Yandex Heads of Design Team
Gennady Lokhtin Yandex Heads of Design Team
Vyacheslav Barinov Yandex Designer
Pavel Okrema Yandex Designer
Petr Baturintsev Yandex Designer
Garry Tonakanyan Yandex Designers
Timur Nurutdinov Yandex Designer
Stas Sabirov Yandex Designer
Sergey Simonov Yandex Designer
Evgenii Semiriakov Yandex Designer
Denis Mosin Yandex Designer
Pavel Tyavin Yandex Analyst
Leonid Mednikov Yandex Analyst
Serob Khachatryan Yandex Project Manager
Sana Paritova Yandex Head of Corporate Communications
Alexander Krainov Yandex Head of ML Lab
Alexandra Yudanova Yandex Product PR lead
Alexandra Novohatskaya Yandex Creative Director
Inna Omelchenko Yandex Senior producer
Vasilii Ovchinnikov Yandex Senior Art-Director
Konstantin Pudan Yandex Copywriter
Igor Loshchits Yandex Head of Data Journalism Group
Gleb Polushin Yandex Analyst
Sergey Bondarkov Yandex Analyst
Alisa Berezhnaya Yandex Designer
Iuliia Ovechkina Yandex Frontend Developer

Why is this work relevant for Creative Data?

Could you save lives from Covid if you knew what movies people watch around the country? Yes, if it’s done by Yandex, Russia’s largest creator of numerous apps and services. We analysed big data received from these services and found unexpected connections. It appeared that we can measure the city activity level by knowing what services are used more often than the others. This discovery enabled creation of a tool that helped Russia save lots of lives during the Covid-19 pandemic.

Background

When Covid-19 came to Russia the life in the cities changed. International experience showed that to slow down the spread of the virus and thus save lives people should stay home. The president announced weeks off work to ensure safety and to decrease the number of social contacts. But people perceived this as vacation and went out for walks, BBQs and other free-time activities. Somebody had to do something, otherwise this behavior could cause an increase in new coronavirus cases. This is when Yandex, Russia’s largest creator of various apps and services for a more comfortable life used daily by over a half of the country’s population, decided to step in and use its resources to save people.

Describe the Creative idea / data solution (20% of vote)

We came up with a simple idea: just as you can’t bring the temperature down if you don’t measure it, you can’t decrease the number of people on the streets if you don’t know how many are there. That is how the Self-Isolation Index was developed. This is an anonymous data-based tool that shows how well people are self-isolating in different cities. It is based on the anonymous data from over 20 Yandex services that are used daily by over a half of the population. We had to make this tool clear for everyone, even children, that is why we made it in a form of a simple 5-grade scale. To make the resultant number more emotional we chose to color it: the red color meant the citizens were on the streets and in danger, green color meant they were at home and safe.

Describe the data driven strategy (30% of vote)

Yandex’s ecosystem includes dozens of services for a comfortable city living: maps, taxi, movie/music streaming, food delivery, etc. These services are used by over 60% of Russian population. Our homepage yandex.ru is the most visited page in the Russian web segment with over 70 mln daily views. After Covid came and the national self-isolation regime was announced, we started to notice that people switched from one app to another. We decided to use anonymous trends from our services to create an aggregate Self-Isolation Index. We replaced the indicator of city traffic in our map-based apps, which people check at least 2 times a day, with our Index. We also placed it on yandex.ru, so that it would be impossible to ignore it: the officials, bloggers, media and even regular users had to react by drawing attention to the importance of staying home or even introducing new safety measures.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

It’s impossible to notice when one person changes his/her behavior but when many of them do, it becomes a trend. And this is what happened. Staying self-isolated, people didn't plan routes, use metro map or order taxi. At the same time they ordered more deliveries, read more content and newsfeeds, watched more movies. We compared these anonymous trends from over 85mln users of 24 our main services with the same data from before the pandemic. After all the calculations we aggregated the result into a simple 0 to 5 grade scale where 0 was equal to the regular activity day before the pandemic, and 5 meant most people were at home. The Index was measured in real life for 173 cities with over 100k population. We sent push notifications daily and also when the Index changed by 0,3+ points in the region, so people were kept posted.

List the data driven results (20% of vote)

~8 billion total impressions, including worldwide coverage in news, media and social platforms. +20 mln search queries daily – Yandex became the most noticeable company in Russia during the pandemic and increased the number of users from 57 to 60% of Russian internet users. The Index became an official metric of self-isolation across Russia, as the government noticed it and started to refer to it in the meetings. According to a research made by Higher School of Economic National Research University, the joint efforts of people and government during the self-isolation helped prevent 80 000 deaths from Covid during the first two months of the pandemic.