Upload
content-rules-inc
View
164
Download
2
Embed Size (px)
Citation preview
Thinking Strategically About Content Destined for Machine Translation
Val SwisherFounder & CEO
© 2013. Content Rules, Inc. All rights reserved.
@contentrulesinc
© 2013. Content Rules, Inc. All rights reserved.
Who Am I?
Founder and CEO of Content Rules 25+ years in content arena Specialty areas:
Global content strategy Terminology management Content quality Single-sourcing / XML / DITA
Finishing third book, “Global Content Strategy,” due out in 2014
© 2013. Content Rules, Inc. All rights reserved.
What is Content Rules?
Professional services firm specializing in: • Content strategy / Global content strategy• Content creation• Content quality / Global readiness
Based in Silicon Valley Founded in 1994 Acrolinx Authorized Services Provider Authorized provider of The Rockley Strategic Method™
© 2013. Content Rules, Inc. All rights reserved.
Global Readiness
Ensure content is translatable Readability Grammar and style Reuse
Evaluate and improve content quality using state-of-the-art tools Reports Metrics Recommendations Fixes
Save money on translation
© 2013. Content Rules, Inc. All rights reserved.
Today’s Presentation
Importance of content Historic background Types of machine translation Content quality affects machine translation results Bleu scores Pre-editing instead of post editing
© 2013. Content Rules, Inc. All rights reserved.
Content Is Important
87% of respondents to a recent CMO Council survey said that content had a moderate to major impact on their buying decisions
© 2013. Content Rules, Inc. All rights reserved.
What Does It Mean to be Strategic?
stra·te·gic
[struh-tee-jik]
adjective
1. pertaining to, characterized by, or of the nature of strategy: strategic movements.
2. important in or essential to strategy.
3. forming an integral part of a stratagem: a strategic move in a game of chess.
© 2013. Content Rules, Inc. All rights reserved.
Content Creation In the Past
Content wasn't so easy to create and distribute
Created by trained professionals
Only they had access to the content
© 2013. Content Rules, Inc. All rights reserved.
Content Creation Today
Everyone creates content
Very easy to distribute
Now, we have loads and loads of content • Some of it good
• Some of it mediocre
• Some of it downright awful
© 2013. Content Rules, Inc. All rights reserved.
Translation In The Past
Content wasn't so easy to translate.
Trained professionals
Only they understood multiple languages well enough to translate content
© 2013. Content Rules, Inc. All rights reserved.
Translation Today
It is easy and free to translate content
We have loads and loads of translated content
• Some of it good
• Some of it mediocre
• Some of it downright awful
© 2013. Content Rules, Inc. All rights reserved.
More Machine Translation All The Time
Machine Translation (MT) is becoming more relied upon as a way to get cost-effective, fast translations
%18.05 year-over-year growth of MT expected over next 3 years*
Must pay a more attention to the source content that goes into it
A machine cannot figure what we meant to say based on what we actually wrote
Garbage In – Garbage Out
*http://www.researchandmarkets.com/research/2gpj3p/global_machine
*http://www.researchandmarkets.com/research/2gpj3p/global_machine
© 2013. Content Rules, Inc. All rights reserved.
Source Content And Machine Translation
Types of MT engines and the effect of source content on them
What are Bleu scores
How quality of content affects MT output
© 2013. Content Rules, Inc. All rights reserved.
MT Engine Types
There are three types of MT Engines: 1. Rule-based2. Statistical3. Hybrid
© 2013. Content Rules, Inc. All rights reserved.
Rule-Based MT (RBMT)
Uses linguistic rules Extensive use of bilingual dictionaries Transfers structure of source language into target language Results are literal translations based on rules Does not handle ambiguity well (word or phrase having
more than one meaning)
© 2013. Content Rules, Inc. All rights reserved.
Statistical MT (SMT)
Based on analysis of content Engine trained over time More content = better results Need at least 2,000,000 million words per domain Better quality content = better results Results are more natural translations, based on previous
source | destination pairs Google Translate
© 2013. Content Rules, Inc. All rights reserved.
Hybrid
Combines rule-base and statistical Provides predictability and consistency of RBMT Provides fluency and flexibility of SMT Reduces the amount of data needed to train the
engine
© 2013. Content Rules, Inc. All rights reserved.
Training The SMT Beast
Training SMT software extremely important Poor quality source = Poor quality translations
Some companies have such poorly trained MT engines that fixing the content first is actually not an option
The engine has been trained to translate poor quality source
© 2013. Content Rules, Inc. All rights reserved.
The Effect Of Poor Content On SMT And Hybrid MT
Poor or unpredictable translations Increased time to retrain the system with correct
information Increased post-editing, per language Wasted money
© 2013. Content Rules, Inc. All rights reserved.
Evaluating MT Precision - Bleu Scores
Introduced in 2002 by the IBM Watson Research Center
Automatic evaluation metric used to compare MT output with reference human translation
“The closer a machine translation is to a professional human translation, the better it is.” *
Metric widely used throughout the industry
*http://acl.ldc.upenn.edu/P/P02/P02-1040.pdf
© 2013. Content Rules, Inc. All rights reserved.
Bleu Scores – Helpful Or Hype?
According to Callison-Burch, Osborne, and Koehn of the School on Informatics, University of Edinburgh, Bleu scores have many issues*:
Synonyms and paraphrases difficult to score All words are weighted equally Difficult to calculate
*http://homepages.inf.ed.ac.uk/pkoehn/publications/bleu2006.pdf
© 2013. Content Rules, Inc. All rights reserved.
That’s Okay. We Can Post Edit.
Post-Edited Translations
Original Source Content
© 2013. Content Rules, Inc. All rights reserved.
Why Not Pre-Edit Instead?
Fewer issues = less post editing Save time Save money Improve quality
© 2013. Content Rules, Inc. All rights reserved.
Create Global-Ready Content
Reduce word count Standardize terminology Enforce correct grammar Eliminate jargon and colloquialisms Increase reuse
© 2013. Content Rules, Inc. All rights reserved.
Results of Pre-Editing
Save money Improve quality Faster time to market Fewer in-country iterations Better translation consistency
© 2013. Content Rules, Inc. All rights reserved.
Summary
Content is a strategic asset Machine translation is becoming more popular Poor quality content incorrectly trains MT engines Poor quality content results in increased post
editing Pre-editing saves money and time, and improves
translation quality
© 2013. Content Rules, Inc. All rights reserved.
Val Swisher [email protected]@contentrulesinc