Re-Inventing Customer Experience with Automated Translationdownloadcenter.sdl.com › tridion › pdf › automated-translation-aug-11… · Automated Translation. 2 Your Speakers

August 11, 2011

Re-Inventing Customer Experience with Automated Translation

2

Your Speakers

Hannah Grap• Senior Marketing

Director

Tim Walters, PhD• Senior Analyst &

Advisor

Travis Renker• Knowledge

Management Advisor

A Look at the Next 60 Minutes

Market trends in global content, global business and customer experience

Enterprise use cases & business insights for automated translation

A brief introduction to SDL BeGlobal

Automated translation at Dell

Q&A

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Changing Communication Requirements…

The market is more global –Internet growth has exponentially driven digital content volume across languages

Consumers are more self-reliant and social –They expect more online & social interactions

Customers expect more than ever!

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…Driving the Need for New Solutions

Most internet and “social” content falls below the cost and capacity threshold for human translation

The business value is not about translation - It is about communicating with customers instantly in their language

New requirements: high speed, high volume &cost effective - with usable quality

© 2010 Forrester Research, Inc. Reproduction Prohibited6 © 2009 Forrester Research, Inc. Reproduction Prohibited

Making Business MultilingualBusiness demands and vendor trends in translation

Tim Walters, Ph.D., Sr. Analyst/AdvisorForrester Research

August 11, 2011

© 2010 Forrester Research, Inc. Reproduction Prohibited7

Translation service providers are rapidly innovating to meet the demand for lower cost translations.


Translation By The Numbers

Translation Trends: Rise Of The Machines

Translation FUD-factor: Barriers To Adoption

Recommendations

Agenda


“Explosion” of content is an understatement

“In 2003, a total of five exabytesof data existed. Now we generate that every two days.“

Google’s Think Quarterly, Q3 2011


China’s online commerce market will grow . . .

between 2009 and 2011 between 2009 and 2015

& 547%267%

Source: http://forrester.com/rb/Research/online_payment_preferences_in_china/q/id/58619/t/2


Growth of economies and consumer power in the BRICs (and the CIVETs)

Source: http://emergingmarketmusings.com/author/emmuser/


Want an iPad for 199.00?


How often do you search or buy on sites in a non-native language?

90%said that given a choice they always choose sites in

their native language

Source: Flash Eurobarometer #313, May 2011 http://ec.europa.eu/public_opinion/flash/fl_313_en.pdf


The purchasing power of US Hispanics . . .

trillion (2011 est.) billion spent online (2009)

GDP

Source: Selig Center For Economic Growth and Jupiter Research


You’re no longer in charge of your multilingual sites



It’s not really social if most of the world can’t understand it


Employees need to be multilingual communicators, no matter what language they speak

“Clients are coming to expect from global organisations, not merely the know-how of the particular team that has been assigned to the task, but the very best that the organisation as a whole has to offer.”

– World Bank

IM EMAIL SOCIAL COLLAB





Recommendations

Agenda

© 2010 Forrester Research, Inc. Reproduction Prohibited20Source: June 2009 “Machine Translation Transforms Global Business”

Human translation pays the price of accuracy

Required for creative and sensitive content

Too expensive for much digital content

Irrelevant for real time digital communication (IM, email, chat)

Capacity limited


Machine translation is fast and furious

Extremely high volume at low cost

Cannot match human quality – but closer than you think

Appropriate where usefulness is more important than accuracy

Source: June 2009 “Machine Translation Transforms Global Business”


Success criteria shifts from FAHQT to FAUT

Fully Automated High Quality Translation – Machines still fall short. – Human 85% accurate

– MT 68% accurate

Fully Automated Useful Translation – Asks “Did you find this text useful?”– Human translated text 47% answered yes

– MT text 44% answered yes


Post-editing combines the best of both

Increases capacity of human translators

Ensures higher quality output

Still not fast or inexpensive enough for some scenarios



Triage content to determine which approach is right



Other key trends: Crowds and Clouds

Well suited for social sites with a community of volunteer translators

Also sometimes used to crowd source employees

Vendors provide tools to on-board, authorize, and track performance of volunteers.

Supports massive computing requirements of SMT

Enables rapid scalability and seasonal response

Attractive pay-for-use-models appearing





Recommendations

Agenda


Barriers to adoption – Real or Imagined

Security– Anxiety: Potentially sensitive information in the cloud.

– Response: Talk to your vendors about your particular case. Private clouds and secure pipes satisfy many.

Accuracy– Anxiety: A misleading machine translation causes embarrassment or

compliance issues.

– Response: Use raw output only where appropriate.

Costs– Anxiety: Translation solutions are expensive.

– Response: True in the past but not necessarily today. Explore options and weigh the cost/benefit of translating various content types





Recommendations

Agenda


Conclusions and recommendations

Inventory and triage: – Human translation only – e.g., creative copy, sensitive docs

– MT with post-editing – e.g., product descriptions, T&Cs

– Raw MT output – user generated content, self-service, RT communications

– Crowd sourcing – high volume sites with a willing community

Look for vendors that can support all the approaches you need and enable rapid shifts among them.

Most organizations are beginning to explore how to apply the new options to the relentless demand for translated content. In lieu of best practices, talk to peers and have detailed conversations with a range of vendors.

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Tim Walters, [email protected] +49 (0)173.630.8548 twitter: [email protected]

SDL BeGlobal At A Glance

The industry’s first cloud platform for real-time automated translation

Publish all content globally with confidenceCommunicate in real-time across languages & channelsTranslate in context with existing integration options

Key Features

TouchPoints User definable settings for the translation Simple, easy to setup, designed for business users

SDL TrustScore™ Predicted measure of utility between 1 and 5 Calibrated to a company’s users Determine how to manage the workflow of the communication

channel (ex. discard, send for review or publish)

Dell® Language Management for Knowledge Management

Travis RenkerKnowledge Management Advisor, Dell Inc.

Overview

• Dell's Global Support Services (GSS) organization for Knowledge Management has leveraged language translation to provide multilingual customer support via human translated knowledge base articles.

• Over the past year, Dell has implemented automated machine translation for Knowledge Management to compliment their ongoing translation needs.

• As part of their integrated workflow, Dell uses a combination of human translation, statistical automated machine translation and translation management by utilizing the various product and services offerings which SDL provides.

• Dell utilizes the Knowledge Centered Support* (KCSsm) methodology via Delta Knowledge.

*Consortium for Service Innovation (http://serviceinnovation.org)

Language Pairs

Human translation language pairs:

Machine translation language pairs:•English to Chinese (Simplified)•English to French•English to German•English to Italian (Developing)•English to Japanese

•English to Korean•English to Polish (Developing)•English to Portuguese•English to Spanish

•English to Chinese (Simplified)•English to Czech•English to Danish•English to Dutch•English to Finnish•English to French•English to German•English to Italian

•English to Japanese•English to Korean•English to Norwegian•English to Polish•English to Portuguese•English to Spanish•English to Swedish

Translation TriggersHow we identify content to be translated:

1. Reporting on fast evolving content – Machine translating “hot” issues during evolution. Once content has stabilized, we review the content for possible human translation.

2. Reporting on internal and external views - The most frequently viewed content hitting thresholds for machine or human translation.

3. Content performance – The most effective content (solving customer issues) reviewed for possible machine or human translation.

4. Escalation by stakeholders

5. Delta Knowledge automation – Setting up rules to automatically machine translate individual articles or groups of articles upon update.

Translation Volume2009: 9.1 million words of human translation2010: 22.6 million words of human and machine translation2011: 31.2 million words of human and machine translation to-dateLanguage 2009 Human 2010 Human 2010 Machine 2011 Human* 2011 Machine*Chinese 864,963 393,402 3,130,899 198,309 8,507,814 Czech 296,715 104,357 109,130 Danish 305,710 104,371 109,734 Dutch 374,052 109,029 108,873 Finnish 293,023 104,056 109,734 French 797,981 658,829 2,770,433 156,157 2,197,771 German 993,912 406,168 2,241,623 152,975 2,523,930 Italian 306,925 104,482 110,098 Japanese 987,486 456,834 2,242,164 158,327 2,179,722 Korean 1,015,790 490,444 2,468,884 153,299 9,516,236 Norwegian 316,743 90,222 108,162 Polish 289,408 91,739 109,734 Portuguese 1,133,395 426,498 2,786,390 169,094 2,433,413 Spanish 850,881 416,415 2,935,437 191,161 1,814,467 Swedish 306,818 97,146 106,321

9,133,802 4,053,992 18,575,830 2,051,108 29,173,353 * Jan 1st through Jun 22nd 2011

2010 Translations by Language

Machine Translation QuestionsCommon questions about machine translation:

• Is it good enough? For resolving technical issues, yes. We have found that customers can tolerate spelling, grammar, tense, and other linguistic issues if the content can fix their issue.

• What are your minimum quality levels?Internal content minimum: 2.5 TrustScoreExternal content minimum: 3.0 TrustScore

• Will machine translation replace human translation?No. Some content like Policy or Legal documents must continue to use only human translation.

• Can I send any kind of content for machine translation?It depends on what the engines were trained for.

The SDL Integration

Delta Knowledge has three integration points with SDL:

1. SDL TMS for managing the translations2. SDL Language Services is the human translation vendor3. SDL BeGlobal is the machine translation solution

Why we use SDL:

1. SDL TMS allowed us to automate the import and export of XML files.2. We have flexibility in configuring the SDL TMS workflows and

configurations.3. SDL BeGlobal Online allows us to machine translate content outside

of the SDL TMS processes.

Dell & SDL BeGlobalDell is able to leverage Touchpoints for management of language pairs, term & brand management as well as receive Realtime Reporting via SDL BeGlobal Online.

Machine Translation with Human Post-Edit

Question: What is the next logical step in human translation evolution?

Answer: A hybrid translation process that combines machine translation with a human post-edit

The benefits of Machine Translation with Human Post-Edit (MTHPE):

• Reduced translation costs• Quality levels close to full human translation• Reduced translation workload

– Some machine translation is good enough for use– The post-editor has some of the work already completed

• Possible reduction in the translation cycle time

Dell Learning & Development

Dell Learning & Development uses a different environment than Delta Knowledge, and therefore cannot use the TMS automation or Delta Knowledge processes.

The solution:

1. Send the content for machine translation via SDL BeGlobal Online.2. Perform a post-edit with contractors or local resources.3. Convert the content to .PDF files.4. Distribute the .PDF files.

The local resources found that the BeGlobal Online machine translations reduced the full translation efforts by 30%.

Next Steps

Next Steps for Delta Knowledge:

• Closing the gap between English content and the translated content.

• Native Language to English translation– New translation directions like Chinese -> English

• New machine translation engines– New machines for content that doesn’t fit our current engines

(service manuals, engines trained specifically for Learning & Development content, etc)

– New human or machine language pairs (no existing translation memory, English -> Arabic, English -> Russian, etc)

What We’ve Covered

Market trends driving the need for automated translation solutions

Automated translation deployment options

SDL BeGlobal highlights

Automated translation at Dell

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Contact Information

Hannah Grap• Senior Marketing

Director

• SDL Language Technologies

• Contact:• [email protected]• +1 408.743.3634

Tim Walters, PhD• Senior Analyst &

Advisor

• Forrester Research

• Contact:• [email protected]• +49 (0)173.630.8548 • twitter: tim_walters

Travis Renker• Knowledge

Management Advisor

• Dell

• Contact:• [email protected]

47

Learn More

blog.sdl.com

@SDLTechnologies

www.facebook.com/sdlplc

www.youtube.com/SDLonline

Visit Elevation Center: SDL’s Online Briefing Center for Cloud Computing

www.sdl.com/cloud

Documents

Re-Inventing Customer Experience with Automated Translationdownloadcenter.sdl.com › tridion › pdf › automated-translation-aug-11… · Automated Translation. 2 Your Speakers