Why Big Data is a Big Language Problem for Global Businesses
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Why Big Data Is a Big Language™ Problem for Global Businesses
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Transcript of Why Big Data is a Big Language Problem for Global Businesses
Why Big Data Is a Big Language™ Problem for Global Businesses
Meet Keith Laska, CEO, SDL Language Technologies
As CEO, Keith Laska leads the effort to eliminate barriers to global communication and enhance customer experience management for SDL customers through the flexible, scalable and API-driven SDL Language Platform.
Keith started his career with SDL in North America, and subsequently spent seven years on an international assignment as an executive in SDL's headquarters, building up global strategy and operations for SDL Language Technologies in Europe and Asia.
Prior to SDL, Keith worked in various sales, project management and engineering roles and also instructed French and Italian at Phillips Exeter Academy in Exeter, New Hampshire.
Keith LaskaCEO, SDL Language Technologies
About SDL
SDL Recognized Leader in Driving Customer Experience through Global Information Management
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• Publicly traded company with $400m annual revenues
• Over 2,700 employees in 70 offices across 38 countries
• World-leading innovative technology
• Award-winning and profitable company, with long-term financial stability
• 1,500+ enterprise customers and partners
• SDL is celebrating its 21th anniversary in 2013
42 of the 50 Top Global Brands
*Source: Interbrand, 2011
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SDL believes everyone should be able to engage with the information they require in the way they want.
The SDL Language Technologies mission is to eliminate barriers to global communication. We enable this through the SDL Language Platform.
The SDL Vision
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The SDL Language Platform
The SDL Language Platform delivers everything needed to effectively enable a true Global Customer Experience and deliver on Big Language Challenges
… both automated & human translation services
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Big Data and Big Language™
What Is Big Data?
Big DataComplexity
Volume
VarietyD
ATA
SOU
RC
ES
DATA SIZE
Velo
city
SPEED OF
CHANGES
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What Is Big Language?
Big Language Complexity
Volume
VarietyC
ON
TENT
SOU
RC
ES
CONTENTLanguages
Velo
citySPEED O
F
CONTE
NT
CHANGES
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Let’s Put That in Perspective…
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There are 7 billion people in the world – 2 billion of which are on the Internet.
There are more than 6,000 recorded languages.
Only 20% of Internet users speak and read English as their first language.
2.5 quintillion bytes of data exist today, most on the web – 90% of that was generated in the last two years alone.
Source: IBM
Why Big Language™ Problems Are Bad for Business
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Lost Customers
•53% of online buyers are more likely to buy when content is in their native language.
Missed Deals
•49% of executives say that a language barrier has stood in the way of a major international business deal.
Competitive Disadvantage•64% of executives say language barriers are making it difficult to gain competitive foothold in international markets.
Source: Economist Intellgence Unit Source: Economist Intelligence UnitSource: Common Sense Advisory
Top 5 Big Language™ Problems for Global Businesses
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Translation Capacity and Turnaround Time
Global Customer Service and Support
Online User Activity and Multilingual Engagement
International Employee Collaboration
Online Security and Intellectual Property Protection
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• Team of 5 translators• 2,500 words per day each• 62,500 words per week
• Team of 5 translators• 5,000 words per day each• 125,000 words per week
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Human Translation Capacity Post-Editing Translation Capacity
1 Translation Capacity and Turnaround Time
Big Language™ Challenges
• Insufficient translation capacity and international reach• Need more localized content creation with existing budget• Require faster translation turnaround with same headcount
Big Language™ Success Story: Best Western
World’s largest hotel chain with over 4,000 properties in 100 countries & territories worldwide
Best Western’s independently owned hotels serve over 5 million international customers annually
Best Western handles over 4 million words of content in 7 languages
Profile
Web content required for 4,000 hotels in 7 languages
Reduce the estimated time-to-market for localized web content from 18+ months
Reduce the cost of translation
Continuous updates to sites: promotional events and varied consumer offerings
Enable customers to find out about international properties in their native language
Business Challenge
Translated 4,000 hotel websites into 7 languages
Reduced time to market to 8 months with post-editing combined use of human and machine translation
$2m in savings in the first year
Ability to test promos at low cost, with all sites syncing across 7 languages
Consistent brand and customer experience and increased revenue opportunities
Results
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2 Global Customer Service and Support
Big Language™ Challenges
• Inadequate real-time, multilingual online customer communications• Cannot service all global markets in their native languages
MT
Email and web support
Live chat
Knowledge base
Fast, affordable, and scalable global
customer service and support strategy
Real-time
Near-time
Big Language™ Success Story: Dell
Dell connects with more than 5.4 million customers every day
Dell.com reaches customers in 166 countries and 34 languages globally
43,000 Services team members in 90 countries, 60 technical support centers and 7 global command centers
Profile
Dell's Global Support Services organization for Knowledge Management was using human translation to translate knowledge base articles for multilingual customer support
Needed more content in more languages with shorter turnaround times
Business Situation
7 languages already deployed, with 2 more under development
Translating more content for customers annually
2009: 9.1M words (HT)
2010: 22.6M words (HT & MT)
1H 2011: 31.2M words (HT & MT)
SDL BeGlobal machine translation reduced Dell translation efforts by 30%
Results
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3 Online User Activity and Multilingual Engagement
Big Language™ Challenges
• Need to open new revenue streams globally• UGC too real-time and high-volume for human translation
Machine Translation Real-Time Multilingual Web Presence
Expanded Global Revenue Streams
International SEO
Real-Time Customer Experience Management
User-Generated Content
Industry-leading, travel community web property
Traffic: 60 million unique monthly visitors
Websites: 30 countries, 13 languages
More than 75 million reviews and opinions
Big Language™ Success Story: TripAdvisor
Profile
Desire to expand reach of English user-reviews to European market
Unable to afford cost or turnaround time required for human translation
Require high-speed, cost-effective and accurate translations for unstructured digital content
Needed a solution that could handle continuous volumes of millions of user-generated articles and reviews
Business Situation
Launched with 1 language in 2008, now using 13
Decreased bounce rate from 70% to 25-45% depending on language and geography
Increased dwell times
Increased page views
Increased native language contributions
Improved international organic search rankings
Results
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MT-Enabled Employee Communications
EmailDocumentsIntranetKnowledge BasesWikis
4 International Employee Collaboration
Big Language™ Challenges
• Stifled innovation, knowledge sharing and collaboration due to international language barriers
Employee Engagement
Employee Productivity and Innovation
Customer Satisfaction
$
Global 500 Consumer Electronics Company
Operations in more than 180 countries
Over 160,000 employees worldwide
36% in Japan
26% in Asia
25% in Europe
13% in Americas
Big Language™ Success Story
Profile
Need for faster access to information internally
High volume of multilingual dialog with employees, customers and partners
Sub-optimal corporate communications across locations, languages and divisions, including web.
Employees left to their own device to meet ad-hoc translation needs - mostly using unsecure online solutions
Business Situation
Solution: Secure employee MT solution integrated in MS Office suite using BeGlobal for MS Office
Initial reaction strongly positive
Low cost, instant deployment by IT department of new corporate solution
High user adoption and satisfaction for easy of use
Faster access to internal multilingual content and knowledge sharing
Results
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5 Online Security and Intellectual Property Protection
Big Language™ Challenges
• Employees doing one-off translations via free, public MT tools• Rogue, unapproved, nontransparent translation projects
Unsecure, Public Cloud MT Secure Enterprise Cloud MT
IP Data Mining
Fortune 500 Global High Tech Company
Operations in more than 35 countries with 90,000 customer worldwide
Over 35,000 employees worldwide:
15K in Americas
14K in Asia
2,200 in Japan
3,200 in Europe
18 regional websites in over 20 languages
Big Language™ Success Story
Profile
Visibility of less than 5% of total translation volume of company by Localization Dept.
Employee usage of unsecure free web translation solution was putting company IP at risk: 220K requests per week and 1.6 GB of data
Already using SDL MT for translation productivity -- looking to expand applications
Business Situation
Solution: Secure employee MT web portal solution with single sign on (BeGlobal Translator)
Shut down IP data leak risk linked to rogue use of unsecure free web solution – minimized multiple million $ exposure
Enabled visibility and control over total company translation volume (>80%)
Improved internal cross- lingual communications
Results
Assessing Your MT Readiness
Key Takeaways: • Big Data and Big Language are real and here to stay• MT will become ubiquitous / be used everywhere • Thought leaders are creative about MT adoption• The MT quality argument is passé
– Massive R&D investments in MT products in last five years
– Various content types require various approaches to market
– MT can now be “self-trained” and deployed in many use cases
How to Get Started with MT: – Customers are not waiting – Make “MT” an essential research strategy for 2013
– Assess your MT Maturity Level – Contact SDL for an MT Maturity Assessment
– Play your part in the Big Data Revolution – Become a “Big Language” Champion
– Employ a “land and expand” strategy – prove use cases one at a time
Big Language™ Takeaways
Download our free whitepaper: Top 5 Big Language™ Business Problems Solved by Machine Translation.
Watch the webinar: Why Big Data is a Big Language Problem for Global Businesses.
To learn more:
